More Matters - the press release

Here is a link to the PRNewswire story about the More Matters launch.
Lede: To encourage Americans to eat more fruits and vegetables, the Produce for Better Health Foundation (PBH) and the Centers for Disease Control and Prevention (CDC) today unveiled a new public health initiative, Fruits & Veggies - More Matters(TM), the next generation of the 15-year-old "5 A Day for Better Health" program
Notable quote: "Fruits & Veggies - More Matters is a new call for a healthier America that is inspiring, attainable, and easy for people to understand," said Dr. Elizabeth Pivonka, PBH president and CEO. "The message is intentionally simple: Most people benefit from eating more fruits and vegetables every day." She added that all forms count: fresh, frozen, canned, dried, and 100-percent juice.
Gist: Out to change consumer behavior over the long term; 9 out of 10 Americans don't eat enough fruits and veggies.

TK: With a more inclusive PBH board now, the "all forms count" is somewhat a new emphasis in this public/private partnership. Studies show consumers aren't quite as comfortable with the health benefits of canned and frozen as they are with fresh, so look for work to be done to push the benefits of canned, frozen, juice and dried to consumers.