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Ask the Expert Archive

Press Release

June 13, 2013


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

Annual Survey of Moms Shows Strong Growth for the Fruits & Veggies--More Matters Brand

Significantly more moms are motivated by the Fruits & Veggies—More Matters logo to purchase and eat more fruit and vegetables in 2013 compared to 2007.  Of the 26% of moms familiar with the brand, 49% are likely to purchase a product that carries the logo on packaging and 41% believe the Fruits & Veggies—More Matters brand helps to motivate them and their families to eat more fruit and vegetables; up from 24% since 2007.  PBH conducts an annual survey of 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 2013 survey was sponsored by Del Monte Fresh Produce and the Produce Marketing Association.
Supermarkets continue to be the primary channel in which moms become familiar with the Fruits & Veggies—More Matters logo, either through an in-store display, ad, or seeing the logo on packaging.  “I’m pleased that supermarkets continue to be the top venue where moms see and learn about Fruits & Veggies—More Matters,” said Elizabeth Pivonka, Ph.D., R.D., president and CEO of PBH.  “Support of the brand and use of the logo continues to be strong from the fruit and vegetable industry and supermarkets.  Currently over 2,300 packages are approved to carry the Fruits & Veggies—More Matters logo, 370 fruit and vegetable organizations are licensed to use the logo, as well as 75% of all US based supermarkets, and over 7.7 billion consumer impressions have been generated by use of the logo on packaging and in supermarket weekly circulars since 2007.”  

The work of PBH’s donors and licensees in supporting the Fruits & Veggies—More Matters brand coupled with PBH’s brand marketing efforts have generated over 21 billion consumer impressions, and, on average, every American has been reached 68 times since the launch of Fruits & Veggies—More Matters in 2007.  The collective support of the fruit and vegetable industry has also contributed to the positive increases in familiarity with the logo and likelihood to purchase more fruit and vegetables.  PBH continuously partners with donors and supporters to grow the consumer reach of the Fruits & Veggies—More Matters brand, and to increase the consumption (and sale) of fruits and vegetables through initiatives such as:
* Working with supermarkets, growers, shippers, and processors on consumer-focused promotions and other marketing efforts
* Providing social media marketing and support on Facebook, Twitter, YouTube and Pinterest
* Including the Fruits & Veggies—More Matters logo on POS signage and in-store supplies
* Providing content to supermarkets to make it easy for them to insert into consumer-oriented newsletters, recipe cards, and articles
* Being a primary resource for supermarkets employing health and wellness staff and Registered Dietitians

Organizations interested in partnering with PBH on marketing and cross-promotion activities are encouraged to contact Kristen Stevens,


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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