NEWARK, Del. -- The Produce for Better Health Foundation here has developed a new schedule of 5-a-Day promotions through 1996.
ages with other industry members for maximum consumer impact.
Under the new plan, the number of themed promotions will actually be reduced from three to two per year to allow for "greater flexibility, better planning and stronger execution of 5-a-Day efforts," according to PBH.
Different themes will be used for the six-month periods of April through September and October through March. Additionally, the 5-a-Day Week event, held the second week of September, will remain a separate annual event.
"The type of preparation that this plan allows is critical for organizations such as ours," said Dave Parker, PBH executive committee member and director of merchandising for the California Tree Fruit Agreement.
"If I make my plans within the framework of this outline, I know that when the time comes my efforts will be reinforced by others across the country, including PBH and the National Cancer Institute."
The 5-a-Day promotion is a two-year-old industry initiative designed to encourage consumers to eat five or more servings of produce a day and educate them about the benefits of fruits and vegetables. It has the endorsement of the National Cancer Institute.
The plan has been developed to allow participants to target messages to specific audiences and to coordinate events with other, complementary industry promotions such as the National Fresh Fruit and Vegetable Month, the National Nutrition Month and the National Frozen Food Month. It is also designed to allow each promotion to be applicable to a broad range of participants.
Roger Schroeder, PBH president and vice president of produce for Hughes Markets, said that with widespread backing of 5 a Day, it is now time to secure a role for the initiative as an integral part of the industry's future.
"It's a credit to everyone involved that we've reached this point in only two years," said Schroeder. "In spite of the need to coordinate so many types of participants with different approaches and visions for the program, 5 a Day has already matured to the point where we know we can implement a plan like this and it will really take hold."