Katie Toulouse, Marketing & Communications Director
Produce for Better Health Foundation
Support From the Produce Industry And Its Growing Ambassador Network Accelerates The Have A Plant® Movement Reaching Millions In The First Eight Months Of Its Inception
May 12, 2020 – The Produce for Better Health Foundation (PBH) released its 2019 Annual Report this week, celebrating one year since the launch of its Have A Plant® Movement, expansion of its digital and social media platforms, as well as the creation of its Fruit and Vegetable Ambassadors in Action (FVAA) elite influencer network, collectively reaching more than 1.5+ Million consumers daily.
PBH was extremely visible in 2019, promoting and protecting produce on behalf of nature’s most beloved and original plants – fruits and vegetables. The organization underwent a comprehensive transformation, which encompassed a shift from a prescriptive approach, focusing less on what people KNOW about how many fruits and vegetables to consume, to tapping into the emotional connection people experience when eating them. Have A Plant® offered an invitation for Americans to FEEL a connection with fruits and vegetables to inspire real change, and more of the DOing necessary to closing consumers’ intention-action gap. PBH’s new and signature KNOW-FEEL-DO behavioral framework is rooted in behavioral science and is reinforced in all of its communication platforms. As reflected in the PBH 2019 Annual Report, the new brand and behavior-based approach have been met with great success.
“PBH experienced transformative growth in 2019 – not only in terms of how PBH serves our members, but also in the way we communicate and engage with consumers about fruits and vegetables,” says Wendy Reinhardt Kapsak, MS, RDN, PBH president and CEO. “No transformation occurs in a vacuum – internal restructuring, combined with outward-facing strategic efforts, have served to cement PBH’s status as an important industry asset, consumer-facing influencer and convening thought leader. This is a testament to our members and their faith in, and support of, PBH – a credible, third-party organization with unique value as a trusted source for fruit- and veggie-loving consumers and influencers alike.”
“No other organization is connecting with consumers like PBH is right now,” says Bil Goldfield, Director of Corporate Communications for Dole Food Company and PBH Chair of the Board. “It’s been remarkable to experience this transformation over the past year, and I very much look forward to what is ahead for us. If we want to impact fruit and vegetable consumption, we must work together, and I believe PBH is perfectly positioned to lead the effort after such an extraordinary year.”
“An unwavering commitment and collective collaboration are what it will take to advance the mission to tackle the pervasive and ongoing consumption crisis facing our nation,” says Reinhardt Kapsak. “PBH is now positioned to lead change. The foundation has been laid to work together to finally increase fruit and vegetable intake. This is the time to lead with one voice – one purpose – one call-to-action. We’re just getting started.”
Visit fruitsandveggies.org to download the full PBH 2019 Annual Report.
For more information on how to elevate your brand with PBH through its digital and social media platforms, as well as PBH’s broad-based digital, retail and foodservice influencer network, please contact Sharese Roper, Member Engagement Director.
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 www.fruitsandveggies.org. 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.