BRENTWOOD, MO - At the beginning of September, the Produce for Better Health Foundation (PBH) excitedly kicked off National Fruits & Veggies Month (NFVM) with efforts to spotlight fresh produce and its role in a healthy and balanced diet. Now, the organization has closed out the eventful month with an intimate, virtual influencer gathering to further inspire consumers to enjoy more fruits and vegetables.
“As Americans continue to seek information and inspiration regarding their health and well-being, and fruits and veggies are the number one way people can achieve better health and happiness, we wanted to generate a meaningful touch-point to not only educate and arm our Have A Plant® Ambassadors with new science-based information, but also find a platform for our members to communicate and essentially move product through the supply chain,” says Wendy Reinhardt Kapsak, MS, RDN, President and Chief Executive Officer of PBH. “With new PBH State of The Plate consumption research at our fingertips, as well as new behavioral studies underway, what better time than National Fruits & Veggies Month to convene as thought-leaders in an attempt to elevate consumption as a national priority. The PBH Have a Plant® Nation Ambassador Event unites important retail and foodservice professionals as well as healthy lifestyle influencers with fruit and vegetable industry leaders to inspire actionable solutions that can positively impact consumers’ consumption habits.”
The PBH Have A Plant® Nation Ambassador Event will offer stimulating education and solutions to activate across three points of influence: point-of-sale (retail), point-of-flavor (culinary and foodservice), and point-of-inspiration (digital and social media lifestyle and nutrition communicators), according to a press release. The digital event took place September 28-29, serving as the finale to the organization’s third annual NFVM celebration.
“As we continue to adapt to the new rules of engagement in a virtual world, PBH wanted to ensure a moment of meaningful connectivity, so that industry leaders could maintain momentum without risk, flight, or mask,” says Sharese Roper, Member Engagement Director. “Despite the so-called ‘Zoom fatigue,’ this event filled a resounding void felt by our members and our incredibly passionate Have A Plant® Ambassadors who are inspiring consumers, shoppers, and diners to eat and enjoy more fruits and veggies throughout their daily lives.”
The two-day event included educational sessions, small group virtual visits, and virtual tasting experiences. Those in attendance were also the first to hear topline insights from PBH’s upcoming behavioral study, in addition to key components from the 2020 State of The Plate: Fruit and Vegetable Consumption in America research. Attendees also received exclusive insights on agricultural innovation and sustainability before celebrating their love of fruits and veggies during the Party for Produce closing event.
“While we had hoped to see everyone in person again, we are looking forward to this opportunity to engage and inspire consumers along the path to purchase, and we are grateful that PBH has continued to offer a unique platform for us to connect directly with this powerful group,” says Lorinda Oscarson, Marketing Coordinator for Chelan Fresh, and PBH Marketing and Communications Committee Co-Chair. “We applaud the efforts put forth by PBH to encourage consumers to eat more fruits and vegetables in all forms.”
PBH issued invites to 50 Ambassadors across the retail, foodservice, lifestyle, and nutrition segments to create an intimate, exclusive environment. Some of the confirmed attendees from the buy-side included:
- Fresh Thyme Farmers Market
- Giant Food
- H-E-B
- Hy-Vee
- The Kroger Company
- Rouses Markets
- SpartanNash
- Walmart
- Wegmans
The concluding PBH Have a Plant event was sponsored by suppliers such as:
- Naturipe Farms
- Chelan Fresh™
- Duda Farm Fresh Foods, Inc.
- The Wonderful Company
- Dole Food Company
- Red Sun Farms
- Stemilt
To learn more about PBH’s ambitious Have a Plant movement, click here.
As always, AndNowUKnow promises to keep bringing you the latest news in the fresh produce industry.
