May 22, 2019
Katie Toulouse, Communications Director
Produce for Better Health Foundation
May 22, 2019 – Produce for Better Health Foundation (PBH) issued its 2018 Annual Report this week showing a transformational move and strong financial return. To further its mission to increase Americans’ daily consumption of fruits and vegetables, PBH embarked on a transformation unlike any other in 2018.
“Our goal was to refresh, reinvigorate and reintroduce PBH for increased impact and sustained growth,” says Wendy Reinhardt Kapsak, MS, RDN, PBH president and CEO.
As part of the brand transformation, the organization employed four key initiatives to help refresh and reposition the Foundation as well as its influencer- and consumer-facing platforms.
“In partnership with PBH members, we made tremendous progress toward our transformation in the following areas, which will continue into 2019,” says Kapsak:
- Research and Consumer Insights – Implemented a food and nutrition as well as behavior-based research pipeline, along with a diverse consumer insights platform, specifically designed to inform the PBH transformation and beyond.
- A New Call-to-Action and Inspired Movement: Have A Plant™ – Embarked on a targeted movement that changes how consumers, influencers, and industry think about PBH, and more importantly, consumer behavior toward fruits and vegetables.
- Influencer Engagement and Amplification – Built deeper connections and greater collaboration among our 35,000+ nutrition, lifestyle and social media influencers to increase fruit and vegetables’ placement in the broader food dialogue as well as improve consumers’ fruit and vegetable experience and consumption behaviors.
- Digital and Social Media Ecosystem – Developed a revitalized digital and social media experience for PBH’s 1.5+ million digital and social followers, starting with a digital discovery process to thoroughly comprehend consumer, influencer and industry needs within the organization’s digital ecosystem.
PBH experienced not only a transformational year for the organization’s research, influencer and digital education platforms, but also demonstrated important fiscal growth.
“We are delighted to see existing members increase their engagement and support. We believe our transformation also attracted new members to the Foundation in 2018,” says Carrie Casey, Strategy and Operations, Senior Director. “Coupled with member engagement through various PBH Committees, the industry is sending a clear message they support PBH’s mission, and they appreciate the increased value the Foundation is delivering to members as a result of the transformation.”
For more information visit www.fruitsandveggies.org or download the full report here.
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™.
To learn more, visit www.fruitsandveggies.org.
Follow us on Facebook @fruitsandveggies; on Twitter @fruitsveggies; on Instagram @fruitsandveggies; on Pinterest @fruits_veggies; and on LinkedIn at Produce for Better Health Foundation.