PBH Exec committee speaks

To put closure on the earlier controversy about the strategic alliance between the Produce for Better Health Foundation and Imagination Farms, Elizabeth sent this out on May 1.

To: PBH Board of Trustees

Based on my message to you last week regarding PBH & Imagination Farms (below), I indicated I would share the PBH executive committee’s policy decision that will provide guidance for future PBH “cross-branding” possibilities. The policy that was approved is:

Approved by PBH Executive Committee – May 1, 2007

“PBH will continue to aggressively encourage industry members and others to use the Fruits & Veggies—More Matters brand logo and messages in their marketing efforts following PBH approval (as agreed upon in the Fruits & Veggies—More Matters brand licensing agreement.)

PBH will not use brand images (e.g. logos, characters) of other food or marketing entities exclusively aligned with individual food companies in PBH materials (e.g. printed materials, websites, etc) if use of the brand precludes any PBH licensee in good standing from benefiting through the marketing of said brand. Use of said brand in PBH materials to show that the company has provided a contribution to support PBH activities (e.g. in-kind, cash, sponsorship, or advertisement) is acceptable. When the situation is not clear-cut or obvious, it will be brought to the executive committee for review. When confidentiality is a high priority, PBH officers may review the situation first to determine if it should be brought to the full executive committee.”

We believe this guidance prevents an unfair competitive advantage to some at the expense of others, while still allowing for collaborations that benefit our collective effort to increase fruit and vegetable consumption.

Let me know if you have any questions.

Elizabeth


Elizabeth Pivonka, Ph.D., R.D.
President & CEO
Produce for Better Health Foundation
5341 Limestone Road
Wilmington, DE 19808


TK: Elizabeth said this policy is how PBH has traditionally handled issues that come up, by leaning on the executive committee to provide guidance. Hopefully the new policy won't have a chilling effect on partnerships that could lend consumer appeal and momentum to the More Matters message.