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    PBH 'More Matters' Campaign to Launch in San Francisco Safeway

    WILMINGTON, Del. -- The produce department of a San Francisco Safeway will provide the backdrop for next month's formal launch of the Produce for Better Health Foundation's (PBH) new Fruits & Veggies -- More Matters health initiative.

    WILMINGTON, Del. -- The produce department of a San Francisco Safeway will provide the backdrop for next month's formal launch of the Produce for Better Health Foundation's (PBH) new Fruits & Veggies -- More Matters health initiative.

    The event, slated to take place March 19, is designed to introduce the new brand and drive traffic to the new Fruits & Veggies--More Matters consumer website slated to debut the same day. PBH Foundation officials, industry leaders, Centers for Disease Control and Prevention (CDC) representatives, and other dignitaries will be on hand to introduce the Fruits & Veggies--More Matters brand to the public.

    The Culinary Institute of America (CIA) will also join in the fun as a group of local school children judge a cook-off between two CIA Chefs who will prepare recipes featuring fruits and vegetables live at the launch event.

    PBH will also announce a national recipe contest scheduled to run March 19 through May 31, 2007. Participants will be asked to submit their best recipe featuring fruits or vegetables as well as strategies they have used to increase the amount of produce in their families' diet. A panel of judges will choose two grand prize winners and five first place winners as well as a winner from each state. The grand prize winners and their families each receive a trip to the CIA, one will visit the California campus and the other will go to the New York campus.

    "The increased recommendations for fruits and vegetables in the Dietary Guidelines of Americans shows there's room in everyone's diet for more fruits and vegetables," said Elizabeth Pivonka, Ph.D., R.D., president and c.e.o. of PBH. "The new Fruits & Veggies--More Matters health initiative was designed to empower moms and help them achieve their goal of increasing the amount of fruit and vegetables their families are eating by providing new ideas, tips, serving suggestions and recipes featuring produce that make it easy to add more fruits and vegetables at every eating occasion. We're very excited about the new brand and the upcoming launch event in San Francisco."

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