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WILMINGTON, Del. -- Through the generosity of participating supporters and KEF Media Associates, the Produce for Better Health Foundation (PBH) based here conducted a satellite media tour this week with PBH president and c.e.o. Elizabeth Pivonka, who stressed the importance of including fruits and vegetables in the daily diets of Americans.
At least 28 ABC, CBS, NBC, Fox, and independent television affiliates, as well as two radio stations, participated in the tour, which began just after 6 a.m. Tuesday, Sept. 26. Early estimates projected an audience of over 3.9 million. Other radio stations will also spread the word by Audio News Release, recorded the same day. (Story continues below.)
During the media event, Pivonka fielded questions from local interviewers and offered advice on easy ways to include fruits and vegetables at every eating occasion, and how to win over picky eaters.
Although the tour had been scheduled long in advance, the number of stations in the tour doubled last week due to the E. coli spinach contamination story, which remains a hot issue for all participating media outlets.
"I am confident that FDA and the industry will find the source of contamination and will take whatever steps are necessary to prevent it from ever happening again," Pivonka told viewers, while assuring them that produce in supermarkets was safe, and that when fresh spinach began to reappear in the market in the coming days, it would be safe, too.
Pivonka also took the opportunity to remind viewers of safe produce food handling, including washing produce in running water, refrigerating it after it's cut, avoiding cross-contamination with raw meat, and throwing it out if in doubt.
The tour was coordinated by PBH in partnership with health-minded supporters including the California Avocado Commission, California Olive Industry, Canned Food Alliance, National Watermelon Promotion Board, and Sunkist Growers, Inc., and conducted at KEF Media's Atlanta studio.