Wilmington, Del. - Between April and October of 2009, Produce for Better Health Foundation (PBH) sought feedback from the fruit and vegetable industry about the possible development of a national fruit and vegetable research and promotion board.  After various webinars, presentations, town hall forums, and an industry survey, PBH’s Executive Committee has concluded that the decision about next steps needs to be in the hands of industry leaders most affected by such a promotion board.

“PBH acted as a catalyst to spark the discussion about a national promotion board and we’ve heard a great deal of valuable feedback, from individuals who support the concept, as well as from those who oppose it,” said Paul Klutes, Director of Brand Sales at C.H. Robinson and Chairman of PBH.  “Our industry survey over the summer highlighted some of the concerns on both sides of the issue.  PBH’s Executive Committee believes that only those most affected by such a promotion board can truly decide what is in their best interest moving forward.” 

Several industry leaders have expressed their interest in exploring next steps, and if they come together to do so, it will be at their own initiative and without direct PBH involvement or sponsorship.  PBH will share all that has been learned, both positive and negative, with these leaders if they desire, but these individuals will not be bound to follow the recommendations of the PBH Task Force, whose thoughts have framed this discussion since April.  
“Our role, consistent with the Foundation’s mission, has been to stimulate the conversation and to provoke industry consideration of the idea”, Klutes said, “We have accomplished that task, and now it is the time for industry stakeholders, the people who would be writing the checks, to pick up the ball and carry it forward, or not, as they see fit.  If there is a decision to move forward, it will be under independent industry leadership; and, at this point, PBH will not play a direct part in that effort”.

The proposal as outlined in April was:  To increase consumption in the United States of all forms of fruits and vegetables for better health through implementation of a comprehensive health marketing, communications, and education effort. A total of $30 million was proposed to be collected from first handlers. This amount was proposed to be collected via a 0.046 percent assessment (less than 1/20 of one percent) of the free-on-board (FOB) market value of all first handlers and importers of both fresh and processed fruits and vegetables. The creation of such a promotion board would be dependent on the outcome of a referendum, or vote, of first handlers.

“Everyone agrees that the industry needs to do more to market itself. Currently, PBH is the preeminent industry wide voice promoting the benefits of eating more fruits and vegetables. We’re still very excited about that mission, and are finding new, effective ways to promote our Fruits & Veggies—More Matters® message to the consumer every day! For example, one of PBH’s major initiatives for 2010 is to develop a plan to get doctors, pharmaceutical companies, and insurance companies to help us communicate the benefits of eating more fruits and veggies to their patients. We have a great message and we need to get everyone who shares an interest in a healthier America to collaboratively promote the benefits of eating more fruits and vegetables” said Klutes.

For details, background information, and industry survey results about the promotion board, visit www.fvcampaign.org.

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About Produce for Better Health Foundation
Produce for Better Health Foundation (PBH) is a non-profit 501 (c) (3) consumer education foundation whose purpose is to motivate more people to eat more fruits and vegetables to improve public health. PBH is a member and co-chair of the National Fruit & Vegetable Alliance (NFVA), consisting of government agencies, non-profit organizations, and industry working to collaboratively and synergistically achieve increased nationwide access and demand for all forms of fruits and vegetables for improved public health.  This vision of the NFVA is a nation in which half of the foods Americans eat are fruits and vegetables.  Fruits & Veggies—More Matters is the nation’s largest public-private, fruit and vegetable nutrition education initiative with Fruit and Vegetable Nutrition Coordinators in each state, territory and the military.
PBH’s mission is to lead people to eat more fruits and vegetables because it matters for their better health. The foundation achieves success though industry and government collaboration, and a variety of marketing and nutrition education programs. To learn more, visit www.pbhfoundation.org and www.fruitsandveggiesmorematters.org.