More Matters matters

Elizabeth Pivonka of the Produce for Better Health Foundation tells me yesterday the March 19 launch plans for the Fruits and Veggies: More Matters brand are proceeding nicely.
She noted that PBH controls the licensing process of the Fruits and Veggies: More Matters Brand, unlike in the past when the government owned the 5 a Day for Better Health brand. That means PBH licenses the brand to the Centers for Disease Control which in turn licenses the states. PBH licenses the industry directly for use of the brand. Pivonka said while some critics may come after the brand from the obesity angle, both PBH and CDC have stats at the ready to show that 90% of Americans don't eat the recommended servings of fruits and vegetables. Even if obese Americans ate more fruits and vegetables, the logical thinking is those servings would replace more calorie-dense food and be a net positive for their health. "We have a response for that (criticism)" Pivonka said.


Note the industry licensing numbers below.

It is time to get on the Fruits and Veggies: More Matters horse and ride it.

From the latest PBH Direct newsletter in late January:

Excitement is building around the launch of the new Fruits & Veggies—More Matters™ program at 10:00 a.m. PST on March 19 in San Francisco, Calif. While efforts in support of the Fruits & Veggies—More Matters launch will build over the entire year, the initial launch event will take place in a supermarket setting and is designed to introduce the new brand’s attributes while keeping an eye on connecting with our target audience....
In addition to PBH’s San Francisco launch activities, plans for media events in Atlanta and New York City are underway along with tentative plans in Chicago, Boston, and Washington, D.C. Centers for Disease Control & Prevention—the Fruits & Veggies—More Matters lead health authority—The American Cancer Society and American Diabetes Association also have activities planned in support of the March launch.

The new Fruits & Veggies—More Matters™ brand is available for licensing. To date, 132 companies have signed up, including 30 retailers representing more than 17,000 stores across the United States. PBH is encouraging industry licensees to incorporate the new brand into their marketing programs and materials immediately, so that the marketplace is as saturated as possible when the foundation officially unveils the brand March 19....