Produce For Better Health Foundation Reaches Milestones With Have A Plant® Movement
- by Peggy Packer
BRENTWOOD, MO - The Produce for Better Health Foundation (PBH) has reached for the stars and achieved powerful new milestones, with its Have A Plant® Movement continuing to gain momentum and motivate more Americans to enjoy fruits and vegetables, as well as acknowledging the tireless efforts of the growers who produce them.
“It has been almost two years since we launched the Have A Plant Movement in April 2019, and the results are astonishing,” said PBH President Wendy Reinhardt Kapsak, MS, RDN. “It’s an award-winning platform that has received accolades across the country, from trade media recognition to prestigious national awards. Despite the challenges of 2020, PBH’s Have A Plant Movement has been critical in helping to unify the produce industry and consumers during this extraordinary time. More importantly, through the support of our members and powerful network of influencers, PBH has been able to effectively and credibly communicate the powerful benefits of fruit and vegetable consumption, instilling a sense of hope and purpose during these uncertain times.”
PBH’s Have a Plant Movement aims to improve fruit and vegetable consumption, particularly among Millennials and Gen Z, according to a press release, through the use of emotion-based messaging. The movement has reached millions of consumers throughout 2020, garnering nearly 500 million social media impressions, especially as more people look online for entertainment and inspiration amidst the pandemic.
Some highlights of the 2020 Have A Plant Movement by the numbers include:
- Recipient of six prestigious industry awards: 2020 Silver Anvil Awards, Golden Arc Relations Council Awards, 2020 In2Sabre Awards, PRSA NY 2020 Big Apple Awards, PRSA Chicago 2020 Skyline Awards, and Minnesota PRSA 2020 Classics Awards
- 500 million social media impressions from 9,000 media mentions with 75+ million impressions during National Fruits & Veggies Month (NFVM) alone
- 26 million impressions from Have A Plant Tweet Chats
- one million impressions generated in just two days from the Have A Plant Nation virtual influencer event
Looking beyond the numbers and awards, other impressive highlights featured in the release include:
- Dedicated COVID-19 webpage to address consumers craving solutions with Q&A on produce food safety, including influencer COVID-19 content
- Powerful Produce For Immune Support series
- Food Rooted In A Better MoodTM digital and social campaign
- Three Cheers for the Produce Industry series
- New social engagement resources to offer plant-packed fun for consumers
- National Fruits and Veggies Month/National Fruits and Veggies Month Toolkit For Plant-Passionate Advocates
“Since its inception in 2019, the Have A Plant Movement has been absolutely rockin’ it for fruits and veggies, and 2020 was no exception,” commented Marketing and Communications Director Katie Calligaro. “We are incredibly excited for all that PBH has in store for our members and community of followers in 2021, and we will continue to build on our past successes to illustrate how fruits and veggies can support happier, healthier lives.”
In addition to a year of important milestones, PBH also took part in strategic partnerships that showcase the association’s thought-leadership, including collaborations with the FMI Foundation for National Family Meals Month; Egg Nutrition Center; National Dairy Council; and the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff.
On the heels of such a successful year, PBH is preparing for an even bigger and better 2021, as it plans to expand the Have A Plant Movement with digital ecosystem enhancements, social media features, and an expanded ambassador program, as well as a variety of new offerings to help PBH members maximize marketing ROI and reach their goal in increasing consumption of fruits and vegetables. The association is also preparing for the launch of its 2020 State of the Plate: America’s Fruit & Vegetable Consumption Trends research, which will unveil the latest trends in fruit and vegetable consumption in the United States as well as consumer behavioral studies that aim to identify and elevate new fruit and vegetable consumption behaviors as a national priority.
PBH is also planning the release of its 2020 State of the Plate: America’s Fruit & Vegetable Consumption Trends research, which will reveal the latest fruit and vegetable consumption trends in America, in addition to custom consumer behavioral studies that identify and elevate new fruit and vegetable consumption behaviors as a national priority.
Setting its focus on 2021, PBH will continue to shift fruit and vegetable consumption through four points of influence: retail, culinary and foodservice, lifestyle and nutrition digital and social communications, and media.
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