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The Produce for Better Health Foundation (PBH) is furthering its mission of getting Americans to eat more fruit and vegetables in an effort to improve public health by sponsoring the Formula 5 Marketing Competition. The new program will offer marketing majors at accredited U.S. colleges and universities the chance to influence fruit and vegetable marketing, sales and consumption.
To take part, small groups of junior and senior marketing students must develop a complete marketing proposal and plan, including indicators of success and financials. Three to five proposals will be chosen and team representatives for each proposal will be invited to PBH's 2015 Annual Conference, where they'll present them to conference attendees during the general session.
Unique to Aspiring Marketers
The competition "is unique in that we are only inviting marketing majors to participate," notes Elizabeth Pivonka, president and CEO of Hockessin, Del.-based PBH. "We believe this uniqueness will prove beneficial when it comes to the proposals, because the students themselves are not only current or potential consumers (of fruit and vegetables), [they also] likely haven't been significantly influenced by past and current marketing strategies to increase fruit and vegetable sales (and consumption), and are learning traditional, nontraditional and digital marketing techniques."
According to PBH, Formula 5 is not only a new way of delivering value to donors, supporters, and the fruit and vegetable industry, but also an opportunity for industry companies to tap Millennial marketers' ideas, as well as a vehicle for identifying talent through internships and building relationships with top U.S. college-level marketing programs.
PBH's 2015 Annual Conference: The Consumer Connection will take place March 16-18 at the Hotel Valley Ho, in Scottsdale, Ariz., with early-bird registration available through Dec. 31.