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WILMINGTON, Del. -- In anticipation of its "Fruits & Veggies -- More Matters" consumer launch in March 2007, the Produce for Better Health Foundation (PBH) here is encouraging the participation of all produce industry members by becoming licensed and incorporating brand logo and messages concurrently on packaging and in their own marketing activities.
Brand use by licensed companies remains a leading method for generating impressions and delivering the message of increased fruit and vegetable consumption for better health.
"PBH members and licensed retailers will play a vital role in launching the new Fruits & Veggies -- More Matters brand," said PBH president and c.e.o. Elizabeth Pivonka. "Our collective marketing efforts will propel this motivational message into the minds of moms and spread the word that no matter how many fruits and vegetables they eat, everyone benefits from eating more!"
The term "more" also speaks to all product forms -- fresh, frozen, canned, dried, and 100 percent juice -- "making it easier for moms to navigate picky eaters and hectic schedules," noted Pivonka.
The Fruits & Veggies -- More Matters brand replaces 5 A Day The Color Way and all other 5 A Day program logos. The new brand will be the focus of all national public relations and marketing efforts, including partnerships with national parenting magazines and a new consumer Web site slated to go live in March 2007.
Existing materials carrying 5 A Day The Color Way or other 5 A Day program graphics and messaging must be phased out by Jan. 1, 2009. The Fruits & Veggies -- More Matters brand will be the rallying cry for decades to come.
The new Fruits & Veggies -- More Matters brand was developed by PBH and the Centers for Disease Control & Prevention, in collaboration with national partners. Using the brand as a unified platform, the partnership will put into action, at the national, state, and local levels, a set of marketing, communications, policy, public health, and business strategies to close the gap between actual and recommended fruit and vegetable consumption.
Visit www.pbhfoundation.org to download the Fruits & Veggies -- More Matters licensing agreement, brand guidelines, and updated products and recipe criteria. For questions, contact PBH's Licensing Department at [email protected] or call (302) 235-2329.