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Wilmington, Del. -- To help marketers make the most out of the Produce for Better Health Foundation's (PBH) promotion tools, the foundation based here is hosting a web-enabled seminar next month.
The Webinar, "Purchase Persuasion: PBH Marketing Tools Help Drive Fruit and Vegetable Sales" is set for Nov. 16 from1:30 p.m. to 2:30 p.m., EST. Attendees can find out how to put the foundation's 5 A Day The Color Way campaign, partnership-building, and nutrition marketing expertise to work for their companies, to grow fruit and vegetable sales, and establish the produce department as a consumer health destination.
"The understanding PBH has of the retail environment makes it easy for a retailer to put together a strong health message that the consumer will look at as valid and impartial," said Mike LaCroix of Food Lion, of the organization's resources.
PBH leaders were spurred to explore the issues further by ACNielsen research that found Color Way-aware consumers are spending more on fruits and vegetables, and shop more often, than consumers who are unaware of the health message.
"A significant percentage of consumers -- 30 percent -- told us recently that they rely on their supermarkets for information on the health benefits of fruits and vegetables," said PBH president and c.e.o. Elizabeth Pivonka. "If households who are aware of the Color Way message spend more per year on fruits and vegetables, imagine how much you could increase your sales by harnessing their interest in healthy eating. And PBH already has all the marketing tools needed at the point of purchase to educate your customers, and influence their purchases."
During the Webinar PBH promotion experts will offer a range of marketing ideas, and showcase some of the marketing resources available from PBH. These include turnkey prepackaged point-of-sale programs that create demand for fruits and vegetables, and custom-tailored promotional partnerships that leverage the recognition and appeal power of leading national brands such as Sesame Workshop, Shrek and Charlie Brown.
Speakers will also offer advice on how to create consumer demand for fruits and vegetables based on their health benefits by incorporating nutrition information about fruits and vegetables into sales, advertising and promotional initiatives.
The Webinar will also include case studies of successful 5 A Day The Color Way promotions that communicate a health message proven to move the needle on fruit and vegetable consumption.
"Our PBH promotion gave us a 50 percent increase in gross sales over the promotional period -- even at a higher retail price!" said Mac Riggan of Chelan Fresh Marketing, Chelan, Washington, of one such promotion.
To register, find more information, or learn about other planned Webinar topics, visit http://www.5aday.org/webinars. Registration fees are $75 for PBH members, $150 for non-members, for each Webinar. Those who can't participate in the live Webinar can order a boxed CD set of each session.