PBH - Time to move on

Is the industry ready to let go of "5 a day"? Ready or not, the Produce for Better Health Foundation is asking for all 5 a Day signage to be removed by Jan. 1, 2009. Look for coverage in The Packer on this issue. My initial questions..

How much 5 a Day material/signage is still being used?
What's the adoption rate of Fruits and Veggies - More Matters in the industry?
How fast is the public embracing the "More Matters" message? How does public awareness of the "More Matters" message (this shorthand is problematic to some, I know but "Fruits and Veggies : More Matters" is too long..perhaps FVMM) compared to current awareness of "5 a day"?

PBH was right to put a sunset on use of "5 a day," but the challenge for Elizabeth Pivonka and others is to deploy the resources necessary to bolster the "More Matters" message. The CDC is on board with the new message, and it is time for the entire industry to move on as well.