PBH names supermarket role models

Sliding across the inbox this afternoon....


The Produce for Better Health Foundation (PBH) has named Food Lion, Safeway Inc., Schnuck Markets, and SUPERVALU Retail Role Models for their extraordinary support of the Fruits & Veggies-More Matters® national public health initiative in 2008. The companies will be formally recognized during the foundation's annual Board of Trustees meeting on April 3 in Monterey, Calif. The four retailers, representing over 5,600 stores, were selected from the more than 60 licensed PBH retail member companies because of their efforts to promote the Fruits & Veggies-More Matters brand in advertising, POS, packaging, promotions, websites, corporate wellness programs and community outreach activities. Out of over 60 retailers licensed to promote Fruits & Veggies-More Matters, these four have taken their promotion of the brand to unique and extraordinary levels. PBH wants to thank them by rewarding their efforts with an official designation of role model status. Look for consumer media outreach focused on these retailers this month as we celebrate the anniversary of Fruits & Veggies-More Matters. "We're extremely proud and appreciative of the efforts contributed by all of our retail donors to spread the word that increasing fruit and vegetable consumption is important," said Elizabeth Pivonka, Ph.D., R.D., president and CEO of PBH. "However, Food Lion, Safeway, Schnuck Markets, and SUPERVALU exhibited role model attributes by going above and beyond in their diverse support of the Fruits and Veggies-More Matters brand and PBH. We are especially grateful to these four companies for exhibiting a true commitment to Fruits & Veggies-More Matters, PBH and our mission." To achieve Role Model status, retailers must meet all of the following criteria:
provide regular, ongoing advertising and promotional support
provide in-store messaging via point-of-sale materials such as signs, bag rolls, stickers, and labels
create and promote a link to PBH's consumer website, www.fruitsandveggiesmorematters.org, and integrate the Fruits & Veggies-More Matters message on the retailer's own website
carry the brand's message to additional media, such as an in-store magazine or newsletter, in-store radio, consumer handout or out-of-store broadcast
expand the Fruits & Veggies-More Matters logo beyond the produce department to highlight the message that all forms of fruits and vegetables count
integrate Fruits & Veggies-More Matters into retailer community outreach activities
enhance involvement with the foundation by serving on PBH committees Pivonka added that a few other PBH retailers were also very close to Role Model status, and that PBH is looking for their list of role models to grow each year. Retailers interested in learning more about becoming a Retail Role Model should view PBH's retail role model criteria, or contact PBH Senior Executive of Retail Marketing Bryant Wynes via e-mail at bwynes@pbhfoundation.org. PBH is also looking for growers, shippers, and processors whose efforts and support of Fruits & Veggies-More Matters are exemplary. The foundation will identify and reference these role models in the ongoing public relations activities of Fruits & Veggies-More Matters. For more information, view our criteria for being a grower/shipper/processor role model or contact PBH Licensing & Partnership Manager Kathleen Ruf via e-mail at kruf@pbhfoundation.org.