Eat eat eat! Fruits and veggies!

Tbat's the headline of the May 31 story in The Philadelphia Inquirer about the Fruits and Veggies - More Matters campaign.

Here is the lede by Julie Stober:

They are colorful, healthful and wonderfully plentiful at this time of year, yet somehow fruits and vegetables hold no appeal for an alarming number of Americans

Later....

The federal Centers for Disease Control, in partnership with the nonprofit Produce for Better Health Foundation in Wilmington, is rolling out a nationwide healthy-eating initiative with an upbeat theme, and a lively logo and Web site. The message is simple: Eat more!
More chard and chickpeas, more beans and berries, more salsa, more salad.
"It's not 'Don't eat this, don't eat that,' it's 'Eat!' " said Mary Kay Solera, health education specialist for the Centers for Disease Control and Prevention in Atlanta.
"Fruits and Veggies - More Matters," as the campaign is called, was based in part on input from consumers about the kind of message they'd be likely to heed.
"People know fruits and vegetables are good for them, but they don't want to be preached to, and they don't want to be made to feel guilty," said Elizabeth Pivonka, president and chief executive officer of Produce for Better Health.


TK: This lengthy feature was well sourced and covered the gamut of issues relating to boosting fruit and vegetable consumption, including the all forms count message, obesity, the confusion over serving sizes, statistics about lagging consumption and PBH's drive to get moms on their side and logged on to the More Matters Web site. This type of consumer press coverage helps to get the word out.