SCOTTSDALE, AZ - The Produce for Better Health Foundation (PBH) has its sights set on a social media takeover and plans to debut a new, ambitious strategy at the upcoming Consumer Connection Conference. Conference-goers will be treated to the unveiling of PBH’s new elite influencer network, known as the Fruit and Vegetable Ambassadors in Action (FVAA). The FVAA consists of culinary and nutrition experts, chefs, food photographers, and sports nutrition and fitness gurus, who have a collective reach of nearly one million consumers through social media channels like Instagram, Twitter, Pinterest, and Facebook. This network, combined with PBH’s extensive digital and social reach, will impact more than two million consumers each day.
“Keeping in line with our mission to help Americans enjoy happier, healthier lives by eating more fruits and vegetables every single day, PBH is committed to helping the industry reach consumers when and where they are engaging with fruits and vegetables by cultivating relationships with key influencers,” said Wendy Reinhardt Kapsak, MS, RDN, PBH President and CEO, in a press release. “We continue to build upon PBH’s successful programming and relationships with retail dietitians as well as with foodservice and culinary leaders. This year, we are excited to further expand our reach to include key influencers who span additional areas of expertise and who are reaching Gen Z and Millennial consumers every day through their own channels.”
Spanning multiple areas of expertise, the carefully-curated group of top-tier digital and social communicators that make up the FVAA have agreed to work with PBH to create content on a monthly basis for a 12-month term.
The retailers attending this year’s conference include Ahold and associated banners, such as Hannaford Supermarket; H-E-B; Redner’s Markets; Albertsons/Safeway; Schnucks Markets; Coburn’s; Hy-Vee; Trader Joe’s; Kroger; and Wakefern/Shoprite and associated banners, such as Inserra Supermarket.
The foundation’s overall retail influencer engagement approach includes retail Registered Dietitians (RDs), along with managers and executives who are decision makers and can activate in-store as well as digital and social promotions. They also have a deep understanding of how produce can play a role within corporate strategy, as well as health and wellness programming.
Attending this year’s conference will be several culinary and foodservice influencers, including Compass Group North America, Sizzler USA, Farmer’s Fridge, Subway, Panda Restaurant Group, Taco Bell, and Yale Hospitality, among others, such as experts in school nutrition and child feeding, culinary education, and retail foodservice operations.
The foundation’s culinary and foodservice influencer engagement approach includes those eager to learn about and share creative ways to include more produce into their business offerings within various segments of the diverse foodservice industry. The influencers have the power to make impactful and lasting changes within their sphere of influence.
PBH Consumer Connection Conference sponsors will have the opportunity to introduce their brands and initiatives with elite influencers through its 1:1 CONNECT platform, or business exchange appointments. Additionally, attendees will have the chance to speak with these experts during the conference’s networking receptions, meals, and educational sessions.
FVAA members attending the 2019 Consumer Connection Conference include:
- Active Eating Advice, Leslie Bonci, MPH, RDN, CSSD, LDN, Owner
- Body Fuel, Andrew Dole, RDN, CSSD, CEC, Everyday Chef
- Chef Suvir Saran, Suvir Suran, Top Chef Master
- Culinary Nutrition Cuisine, Abbie Gellman, MS, RD, CDN, Registered Dietitian/Culinary Nutritionist Lead
- Domesticate Me, LLC, Serena Wolf, Founder and Author
- Eating Beyond the Headlines, Neva Cochran, MS, RDN, LD, FAND, Nutrition Communication Consultant
- Emily Kyle Nutrition, Emily Kyle, MS, RDN, CDN, CLT, Owner
- Flourish Heights, Valerie Agyeman, RD, Nutrition Communications Dietitian
- Fuel Your Passion, Kimberly Schwabenbauer, MS, RD, CSSD, Owner
- Genki Nutrition/Guild Magazine, Jonathan Valdez, MBA, RDN, CSG, CCM, CDE, CPT, Owner/Food Director/Photographer
- Lunchbox Dad, Beau Coffron, President
- MV Nutrition, Manuel Villacorta, MS, RD, Author, Spokesperson, Registered Dietitian, Speaker
- Rosante Living, Adam Rosante, Fitness and Wellness Coach
- Street Smart Nutrition, Cara Harbstreet, MS, RD, LD, Owner
- The Produce Moms, Lori Taylor, Founder + CEO
“Influencers lead with emotion and experience as well as taste and flavor to motivate consumer food decisions, aligning with our new overall brand transformation, also launching at this year’s Consumer Connection Conference,” said Reinhardt Kapsak. “We will build and nurture a community of passionate experts, who authentically and credibly advocate for enjoying more fruits and vegetables.”
The Produce for Better Health 2019 Consumer Connection Conference will be held in Scottsdale, Arizona, from April 22-25. More information about the conference can be found at the website here.
