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Ask the Expert Archive

Press Release

May 30, 2013


Kristen Stevens, COO
Produce for Better Health Foundation
7465 Lancaster Pike
Suite J, 2nd Floor
Hockessin, DE 19707
Fax: 302-235-5555

Fruits & Veggies--More Matters Brand Creates Goodwill Among Consumers

Newly released survey data from Produce for Better  Health Foundation (PBH) indicate that the Fruits & Veggies—More Matters® national health campaign and brand resonates with moms, demonstrating the brand’s strong affinity and goodwill among this primary household shopper of fruit and vegetables.  In early 2013, Del Monte Fresh Produce and the Produce Marketing Association sponsored a survey of 700 moms with children 10 years of age and under to assess fruit and vegetable consumption, barriers to increased consumption, and awareness of the Fruits & Veggies—More Matters brand.  The survey has been conducted annually since 2007, but in 2013 questions were added to establish a baseline for brand affinity.

The data shows that the brand has cultivated goodwill with moms:
* 78% appreciate the brand as a reminder as to eat more fruit and vegetables
* 75% believe the brand is favorable and relevant to them
* 70% view the brand as making them want to live a healthy lifestyle
* 69% find the brand appealing
* 64% find the brand trustworthy


“The brand affinity results are exceptionally positive for PBH and our supporters, but also for the fruit and vegetable industry as a whole,” said Elizabeth Pivonka, Ph.D., R.D., president and CEO of PBH. “Moms trust the Fruits & Veggies—More Matters brand and perceive it very favorably especially in terms of a reminder for them to eat more fruit and vegetables.  The results also demonstrate that the stand-alone marketing, communication, and education efforts of PBH, as well as the various ways in which our donors and licensees support the brand, are making a difference.” 

PBH reaches consumers with the Fruits & Veggies—More Matters logo and brand messaging through a variety of channels.
* The consumer website
* Social media channels such as Facebook, Twitter, Pinterest, YouTube, and blogs
* Supermarket Registered Dietitians and Health Professionals
* Donors who utilize the Fruits & Veggies—More Matters logo on approved packaging, on POS signage, on consumer-oriented websites, and in promotions, contests, and challenges.
* Nutrition education materials and promotion items from the PBH Healthy Resources online catalog, and sponsors of PBH’s Team Classroom initiative

Organizations interested in partnering with PBH to capitalize on the strong goodwill of the Fruits & Veggies—More Matters brand among consumers are encouraged to contact Renee Bullion,, or Cyndy Dennis,


About Produce for Better Health Foundation
Produce for Better Health Foundation (PBH) is a non-profit 501 (c) (3) fruit and vegetable education foundation.  Since 1991, PBH works to motivate people to eat more fruits and vegetables to improve public health.  PBH achieves success through industry and government collaboration, first with the 5 A Day program and now with the Fruits & Veggies—More Matters public health initiative.  Fruits & Veggies—More Matters is the nation’s largest public-private, fruit and vegetable nutrition education initiative with Fruit and Vegetable Nutrition Coordinators in each state, territory and the military. To learn more, visit and Follow Fruits & Veggies—More Matters on Facebook or Twitter.

PBH is also a member and co-chair with Centers for Disease Control & Prevention (CDC) of the National Fruit & Vegetable Alliance (NFVA), consisting of government agencies, non-profit organizations, and industry working to collaboratively and synergistically achieve increased nationwide access and demand for all forms of fruits and vegetables for improved public health.  To learn more, visit

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The Expert: Dr. Elizabeth Pivonka, a mother of two and a registered dietitian, shares years of experience in getting people to eat more fruits and veggies.Read Her Full Bio

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