Katie Toulouse, Marketing & Communications Director
Produce for Better Health Foundation
New Opportunities to Market Fruits and Vegetables in PBH’s 2021 Member Engagement Prospectus
June 4, 2020 – The Produce for Better Health Foundation (PBH) today declared its strategic intent during an industry webinar, unveiling its new 2021 PBH Member Engagement Prospectus for marketeers and multi-sector movement to coalesce food system thought leaders around fruit and vegetable consumption.
During the one-hour industry webinar, PBH staff and officers communicated the next phase of PBH’s transformation and new marketing opportunities as well as the organization’s unique position to credibly address the fruit and vegetable consumption crisis and drive new consumption behaviors.
“We are thrilled to share the 2021 PBH Prospectus with the world as it truly puts our members first,” said Sharese Roper, PBH’s Director of Member Engagement. “We sought to further enhance our all-inclusive membership packages with complimentary digital advertising and social media benefits that maximize reach and ROI. PBH membership goes beyond philanthropy, providing business-boosting opportunities and unique value.”
“PBH’s signature service stands out,” added Wendy Reinhardt Kapsak, MS, RDN, PBH President and CEO. “We are truly a member-driven organization that delights in serving you while also serving the public good.”
2021 PBH Member Prospectus Highlights
- PBH membership packages now include more benefits to maximize the digital real estate available on www.fruitsandveggies.org with customized content promotion packages, advertising in e-newsletters and amplification throughout PBH’s social media channels.
- Enhanced engagement opportunities with PBH’s Fruit and Vegetable Ambassadors in Action (FVAA) influencer network, including direct-to-influencer Have A Plant® Promotional Mailers. This new offering puts premium products into the hands of this elite influencer group, generating inspiration and excitement.
- New virtual influencer focus groups with PBH’s FVAA, retail or food service leaders play a strategic role in gaining valuable feedback on product concepts and launches, consumer messaging and crisis management, among other topics, from a carefully-curated group of influencers.
“Our primary goal is to provide members maximum visibility through PBH’s digital and social media channels, seamlessly integrating their product and messages. Members can now fully utilize all of the real estate available throughout fruitsandveggies.org and our social channels to reach millions of consumers and influencers directly,” said Katie Toulouse, PBH Marketing and Communications Director. “We’re excited to introduce new and existing members to this streamlined approach!”
“PBH is positioned at the center of consumer and influencer engagement, and we’re able to use our benefits throughout the year to align with specific growing seasons,” added Lorinda Oscarson, Marketing Coordinator at Chelan Fresh. “We have definitely seen the return on investment; our contribution to the mission and cause pays off in helping us drive sales.”
In addition to announcing its new 2021 Prospectus, PBH also announced a commitment to Lead The Change – a multi-sector, multi-year movement designed to maximize the power of PBH’s unique thought leadership position, widespread influencer network, credible scientific and market research, and, most importantly, its innovative members and partners, to lead a call-to-action for addressing the global fruit and vegetable consumption crisis. The Movement includes research, thought leadership and communication platforms to ensure the initiative speaks with One Purpose, One Voice and One Call-to-Action. More information about the Lead The Change Movement can be found here: www.fruitsandveggies.org/lead-the-change.
For those who could not attend the PBH industry webinar, which outlined the new offerings as well as the Lead The Change Movement, the recording is available here.
For more information on how to maximize your marketing mix through PBH membership and programs, please contact Sharese Roper, PBH Member Engagement Director.