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PBH industry Role Model AND CHAMPION HONOREES     

PBH to Announce Honor at Annual Meeting

 Hockessin, Del. – Produce for Better Health Foundation (PBH) has named 40 non-retail companies within the fruit and vegetable industry as Fruits & Veggies—More Matters Role Models and Champions for 2011 in recognition of their support for the national public health campaign and for PBH.  A total of 31 companies earned Role Model status (the top level of recognition) and 7 achieved Champion status.

The industry Role Models are:

·         Alberto-Culver Specialty Brands

·         American Frozen Food Institute

·         Barsotti Juice Company

·         Blue Book Services

·         California Avocado Commission

·         C.H. Robinson Worldwide, Inc.

·         Chelan Fresh Marketing

·         Chiquita

·         Del Monte Foods

·         Del Monte Fresh Produce

·         Dole Food Company

·         Domex Superfresh Growers

·         Duda Farm Fresh Foods

·         Giorgio Mushrooms

·         Juice Products Association

·         Kellogg Company

·         Maryland Food Center Authority

·         McDonald’s Corporation

·         Monsanto Vegetable Seeds

·         Mushroom Council

·         Pacific Coast Producers

·         Pear Bureau Northwest

·         Produce Marketing Association

·         Rainier Fruit Co., Inc.

·         Seneca Foods Corporation

·         Stemilt Growers, Inc.

·         Subway World Headquarters

·         Sun-Maid Growers of California

·         U.S. Apple Association

·         U.S. Potato Board

·         The Walt Disney Company

Their support encompassed:

o        Placing Fruits & Veggies—More Matters logo on packaging, bins, poly bags and totes

o        Linking to website

o        Speaking about Fruits & Veggies—More Matters during meetings and presentations

o        Including Fruits & Veggies—More Matters messaging and logo in employee newsletters and health focused programs, in advertising and PR efforts, in marketing and collateral materials, and in wellness programs and community outreach efforts

o        Participating as a PBH Board of Trustees member

o        Serving on PBH’s Executive Committee

o        Serving on PBH board-level committees

o        Attending annual board meeting and dinner/auction

The industry Champions are:  Bayer CropScience, Green Giant Frozen & Canned, Grimmway Farms, Phillips Mushroom, Ruiz Sales, The United States Sweet Potato Council, and White Rose Frozen Food.  Examples of support from the Champions are:

o        Placed logo on packaging, bins, poly bags, and totes

o        Placed logo on non-edible food items

o        Link to website

o        Included Fruits & Veggies—More Matters in advertising and promotions, in PR and marketing efforts, as well as speaking platforms

 “We’re extremely proud and appreciative of the efforts contributed by all these Role Models and Champions to remind consumers that increasing fruit and vegetable consumption is important through use of the Fruits & Veggies—More Matters logo and messaging,” said Elizabeth Pivonka, Ph.D., R.D., president and CEO of PBH.  

Pivonka added that she is looking forward to formally recognizing these companies during a special Role Model and Champion recognition luncheon to be held during the general session of PBH’s Annual Meeting on March 30th in Monterey, California.  Organizations within the fruit and vegetable industry can earn PBH Role Model and Champion honors for helping to realize the power the Fruits & Veggies—More Matters health campaign has to influence consumption, and boost bottom lines in the process. For more information on becoming a Role Model or Champion view the criteria on the PBH website.  Separate criteria can be viewed for Supermarket Retailers. The foundation will identify and reference these role models in the ongoing public relations activities of Fruits & Veggies—More Matters.

About Produce for Better Health Foundation

Produce for Better Health Foundation (PBH) is a non-profit 501 (c) (3) fruit and vegetable education foundation.  Since 1991, PBH has worked to motivate people to eat more fruits and vegetables to improve public health.  PBH achieves success through industry and government collaboration, first with the 5 A Day program and now with the Fruits & Veggies-More Matters public health initiative.  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. To learn more, visit and Follow Fruits & Veggies-More Matters on Facebook or Twitter.

 PBH is also a member and co-chair with Centers for Disease Control & Prevention (CDC) 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.  To learn more, visit

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Camino, California 95709-9722
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