HOCKESSIN, Del. — The Produce for Better Health Foundation and the U.S. Centers for Disease Control and Prevention have announced plans to combat low produce consumption with a new positioning statement and updated brand messages for their “Fruits and Veggies — More Matters” initiative, originally launched in 2007.
“Consumption levels for certain groups of individuals have increased, but overall consumption levels we would like to see move up more,” Jill LeBrasseur, communications specialist for PBH, told SN.
One of the new brand messages, “Make fruits and vegetables half of what you eat every time,” promotes the U.S. Department of Agriculture's 2010 Dietary Guidelines for daily produce servings. Another message touts the “better health options” of fruit and vegetable consumption, adding that exercise and eating the right amount of produce can keep families “healthy and going strong.” The other new messages focus on nutrition, taste, simplicity and value of fruits and vegetables.
The new supporting brand messages are intended to complement the existing core messages that PBH has been emphasizing via consumer outreach efforts, as well as promotions and in-store signage at supermarkets.
Produce consumption has been rising for groups such as children aged 2-12, men 18-34 and women 18-54, but most Americans still don't eat enough produce, PBH and CDC said in a statement.