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    PBH Completes Transition to 'More Matters' Mesaage

    With the 5 A Day logo officially phased out, the produce consumption advocacy agency is asking retailers and marketers to replace any old signage or bags.

    :5 A Day's days are over. The Produce for Better Health Foundation saiod yesterday is finished the phase-out of its original logo and marketing mantra, and has fully switched over to its new message: "Fruits & Veggies-More Matters."

    The foundation launched Fruits & Veggies-More Matters in March 2007, to supplant the old 5 A Day for Better Health campaign and evolve its strategy from increasing the public's awareness of the need to eat enough produce, to inspiring a tangible change in behavior.

    PBH's said its new long-term, consistent platform is a call to action for consumers to recognize that they will benefit from eating more fruits and vegetables no matter how many servings they consume.

    "The new Fruits & Veggies-More Matters health initiative is PBH's response to increased recommendations for fruits and vegetables in the 2005 Dietary Guidelines of Americans," said Elizabeth Pivonka, president and c.e.o. of the Wilmington, Del.-based PBH. "As part of the development of the Fruits & Veggies-More Matters brand, we selected a name and logo that would not need to be changed or updated each time the nutrition science advanced. This brand is evergreen, and donors do not need to worry that the logo will change again."

    Pivonka said the organization is asking supermarket operators to remove remaining 5 A Day signage and bags from stores, and replace them with Fruits & Veggies-More Matters materials.

    PBH said the new signs are available in its catalog, and has approved two other sign companies to sell Fruits & Veggies-More Matters signage to retailers; WP Sign Systems and Blanc Industries. Both companies are donating a percentage of Fruits & Veggies-More Matters sign sales proceeds to PBH.
     
    For information, contact PBH's licensing and partnership manager Kathleen Ruf at [email protected].

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