More Matters

a national public health initiative continues to push for more fruit and vegetable consumption despite tough economic times.

altHoUGH FrUIt aNd VeGetaBle consumption might have declined during the recession, one organization is still working hard to raise awareness on the importance of reaching for these healthy food groups.

The Produce for Better Health Foundation’s “Fruits and Veggies – More Matters” campaign has seen success this year, especially in encouraging the industry to promote its message: that eating MORE fruits and vegetables does matter to all of us.

Elizabeth Pivonka is a registered dietitian as well as President and CEO of Produce for Better Health Foundation. She says the campaign actually used the recession to direct its focus this year. “We have, this past year, focused a great deal of time on how to eat healthfully on a budget,” she says.

In September, which was named National Fruits and Veggies – More Matters month, the campaign’s web site featured a list of “30 Ways in 30 Days to Stretch Your Food Budget” to help everyone fruits and vegetables in their meals. Each day the web site also highlighted a new tip to help stretch food budgets with fruits and veggies as well as a featured dinner menu of meal plans for four that cost under $10. “It got good pick-up by the press,” says Pivonka.

 

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In addition, the campaign has been focusing on several other areas:

Packaging – Currently there are more than 1,800 fruit/ vegetable products that contain the Fruits and Veggies – More Matters brand logo. “This is great because 40% of young mothers say they are more likely to purchase products with this logo on it,” says Pivonka.

The campaign has established a “role model” status for companies that support cause. “We encourage growers/shippers/ processors to help promote the message and had four of them become role models to date this year.

Retailers – They have delivered 6.32 billion consumer impressions through circulars, ads and so on since the start of the campaign in early 2007. “Thirteen retailers are nearing ‘role model’ status,” says Pivonka.

Web Site – The More Matters web site has more than 1,100 other web sites linking back to it. “We’re averaging 65,000 unique visitors each month and we have nearly 20,000 consumers receiving our consumer e-mail distributed twice/ month,” says Pivonka. “We continue to answer questions and provide relevant information and downloadable information on our site.”

Media – The campaign has had well over 100 million media impressions this year (without a multiplier) as a result of its public relations efforts. “We’re on Twitter (with more than 1,000 followers) and Facebook, have a new blog and continue to grow our outreach in these social media venues,” Pivonka says.

Research – At its annual meeting in early April, PBH will present an analysis of the State of the Plate regarding fruit and vegetable consumption using the latest National Eating Trends data (2009 included). They will also be going back into the field in the New Year for its annual 2010 mom research.

Educators – Each year the campaign reaches out to more than 100,000 educators and health professionals with an education catalog to encourage them to use its materials in their work so, “we always try to keep these exciting and up-to-date,” says Pivonka.

As we enter a new year, many people pledge to New Year’s resolutions of losing weight and eating healthier. But Pivonka says most people still resolve to do the wrong thing and miss a very simple solution – eat more. “Dieting is not the answer,” she stresses. “We should all be eating more of the things that are good for us and less of those that are not.” Julie McNabb

 

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