Press Releases

Bil Goldfield of Dole Food Company Advances as New Chairman of the Produce for Better Health Foundation Board

Katie Toulouse, Marketing & Communications Director
Produce for Better Health Foundation
[email protected]

New Executive Committee to Focus on Next Phase of PBH’s Transformation

December 3, 2019 – The Produce for Better Health Foundation (PBH) announced Bil Goldfield of Dole Food Company as the new Chairman of the Board. A vote by the PBH Board of Trustees on April 23, 2019 activated this leadership transition, which became effective on Friday, November 22, 2019.

2020 PBH Officers and At-Large Executive Committee members are as follows:

PBH Officers:

  • Chairman of the Board of Trustees, Bil Goldfield, Dole Food Company
  • Vice Chairman of the Board of Trustees, Matt Middleton, Ventura Foods
  • Secretary/Treasurer, CarrieAnn Arias, Naturipe Farms, LLC
  • Serving Past Chair, Roger Pepperl, Stemilt Growers LLC

PBH’s At-Large Executive Committee Members:

  • Andrew Burchett, Bayer Crop Science
  • Kimberely Challoner, Seneca Foods Corporation
  • Brittni Furrow, Ahold
  • Rebecca Gautrey, Del Monte Fresh
  • Desiree Olivero, Wakefern Corporation
  • Jason Osborn, The Wonderful Company
  • Garland Perkins, The Oppenheimer Group
  • Teri Rose, The Kroger Company
  • Nichole Towell, Duda Farm Fresh Foods

PBH’s Executive Committee works in partnership with the broader PBH Board of Trustees to develop and direct PBH programming and services, including the signature State of the Plate Research Report: Fruit and Vegetable Consumption in America, advancing understanding of consumption behaviors and informing future approaches; retail, foodservice and influencer engagement strategies, driving sales and inspiring increased consumption; and PBH’s comprehensive digital ecosystem, reaching millions with behavior-based, action-oriented messaging on a daily basis.

“The PBH Board of Trustees, including the PBH Executive Committee, are highly engaged; critical in advancing PBH’s mission to increase consumption of fruits and vegetables; and serve as our biggest advocates for the PBH Have A Plant™ Movement,” says Wendy Reinhardt Kapsak, PBH president and CEO. “PBH is an inclusive, member- and consumer-driven charitable organization. Bil Goldfield’s expertise will be an asset to help us position fruits and vegetables at the center of the plate, and at the forefront of the plant-based dialogue in 2020. He will be a fabulous Chairman; we are thrilled to have his leadership at PBH.”

Goldfield Emphasizes PBH Membership as Critical to Advancing Consumption

“As a member and supporter of PBH for many years, I’m honored to step up and serve as PBH’s Chairman of the Board during this very exciting time—not only for PBH but the produce industry overall,” says Bil Goldfield, PBH Board Chairman and Director, Corporate Communications, Dole Food Company. “As leaders within the industry, it is critical that we come together to support the Have A Plant™ consumer movement, which is not only rooted in behavioral science but also provides us with a platform to make fruits and veggies the first thing people reach for and think about when they think about a plant-based diet. As we embark on the next phase of PBH’s transformation to convening thought leader and change agent, we must work together to make fruit and vegetable consumption a national priority. I personally invite you to get engaged in PBH—the only association 100% focused, every day, on making increased fruit and vegetable consumption a reality.”

A produce industry executive for more than a decade, Bil leads Dole’s charge toward broadening produce awareness and adoption among individuals and families. In his corporate communications role, Bil develops positioning and key messaging around the benefits of expanding plant-based eating and leverages marketing campaigns, social media and strategic partnerships to find synergies that amplify those messages. PBH’s Have A Plant™ Movement presents strategic platform alignment opportunities for fruit and vegetable companies, including Dole, and Bil’s experience will lead the industry with a charge to do the same.

This leadership transition also recognizes those who have served on the PBH Executive Committee and who are now moving off the committee. Previous PBH Board of Trustees Chairman, Trish Zecca, formerly with Campbell Soup Company, will transition to the PBH Leadership Advisory Council as a past PBH Chairman. Dennis Christou with Del Monte Fresh, Rich Dachman, formerly with Sysco/FreshPoint and now with Brighter Bites, as well as Scott Owens, formerly with the Castellini Company and now with Del Monte Fresh, will also transition from the PBH Executive Committee to the PBH Leadership Advisory Council.

About the Produce for Better Health Foundation

Produce for Better Health Foundation (PBH), a nonprofit 501(c)(3), is the only national organization dedicated to helping consumers live happier, healthy lives by eating more fruits and vegetables, including fresh, frozen, canned, dried and 100% juice, every single day.

Since 1991, PBH has invested decades into developing trended insights on attitudes toward all forms of fruit and vegetable consumption, in addition to campaigns and partnerships with government, food industry stakeholders, health professionals and other thought leaders to collaborate, facilitate and advocate for increased intake. Campaigns included first, the 5-A-Day program, and then, the Fruits & Veggies—More Matters public health initiative. While five fruits and vegetables each day is great advice, and more will always matter, PBH’s new behavior-based call-to-action is Have A Plant™. Rooted in behavioral science, PBH’s transformative Have A Plant™ movement is an invitation that will inspire people with compelling reasons to believe in the powerful role fruits and vegetables can play to create happy, healthy and active lives.

Be sure to join the Have A Plant™ movement and get new recipes, snack hacks, meal ideas and other tips from chefs, registered dietitians, as well as food and wellness experts by visiting Follow us on Facebook @fruitsandveggies; on Twitter @fruits_veggies; on Instagram @fruitsandveggies; on Pinterest @fruits_veggies; and on LinkedIn at Produce for Better Health Foundation. And remember to #haveaplant.