Produce for Better Health Foundation (PBH) is a non-profit
501 (c) (3) consumer education foundation whose purpose is to motivate people
to eat more fruits and vegetable to improve public health. The foundation is responsible for a variety of nutrition education and marketing programs, including the new Fruits & Veggies—More Matters™ health initiative. PBH also achieves success through nutrition policy efforts and industry and government collaboration.
PBH
is chair of the National Fruit & Vegetable Program, consisting of government agencies,
non-profit organizations, and industry working in collaboration
to increase consumption of fruits and vegetables
for improved public health. The Fruits & Veggies—More Matters program is the nation’s
largest public-private nutrition education initiative with coordinators
in each state, territory, and the military.
Background
In May 1991, PBH was formed to serve as co-sponsor, along with the National
Cancer Institute (NCI), of the 5 A Day for Better Health program with the
primary purpose of overseeing industry participation. What began with the
support of 60 produce industry companies and commodity boards, has today
grown to serve over 700 members representing growers, shippers, packers,
merchandisers, commodity boards, trade associations, food industry organizations,
health insurers, health professionals, and retailers reaching consumers
in 30,000 supermarkets nationwide. This and its over 90-member Board
of Directors
speaks to the industry’s confidence in PBH’s efforts to increase
fruit and vegetable consumption.
In January 2001, the 5 A Day program expanded beyond PBH and NCI to include
other key organizations committed to leveraging the reach of 5 A Day under
the National 5 A Day Partnership. As a founding member of the Partnership,
PBH brings its unique ability to unite the fruit and vegetable and related
industries under the umbrella of 5 A Day and its vision of 5 A Day for every
American.
In March 2007, PBH and the Centers for Disease Control and Prevention (CDC) unveiled a new public health initiative, Fruits & Veggies—More Matters, the next generation of the 15-year-old “5 A Day for Better Health” program. The new Fruits and Veggies—More Matters brand was developed to be consistent with the latest Dietary Guidelines for Americans, which recommends various numbers of servings of fruits and vegetables depending on an individual’s calorie needs – ranging from 4 to 13 servings, or 2 to 6.5 cups, per day.
