Chat - Lorelei DiSogra

On March 25, I had a chance to chat with Lorelei DiSogra, vice president of nutrition and health for Washington, D.C.-based United Fresh Produce Association. You can read the entire chat online at www.freshtalk.blogspot.com.

10:02 a.m. Tom: Lorelei, thanks for making time and being a part of another Fresh Talk chat.
First of all, tell us what is in your inbox this morning — other than a couple of e-mails from me. In other words, What are you working on this week?

10:04 a.m. Lorelei: I’m working on Child Nutrition Reauthorization, specifically the Children’s Fruit and Vegetable Act of 2009. Also on the cafeteria equipment grants; the Fresh Fruit and Vegetable Snack program; Women, Infants and Children and the (United Fresh) convention.
10:08 a.m. Tom: This seems to be a time when fruit and vegetable issues are gaining momentum. What did you think of news of the White House vegetable garden (in late March), mere blocks from United Fresh’s headquarters?
10:13 a.m. Lorelei: I am thrilled that First Lady Michelle Obama has planted a fruit and vegetable garden at the White House, but even more important is her leading the cheer everyday like she did last Friday — “Let's hear it for vegetables! Yay! Let's hear it for Fruits! Yeah!” We now have a real champion for kids and all Americans eating more fresh fruits and vegetables.

10:16 a.m. Tom: Yes, it was a remarkable scene and one thinks the theme will be noted by policy makers and USDA. Speaking of USDA, Are you excited about the expansion of the fresh fruit and vegetable program for schools? What are the challenges in a rapid expansion of the program?

10:22 a.m. Lorelei: All of the states now know their funding allocations for next school year. The total funding available is $72.5 million and each state is receiving about 40% more than last year. The challenge is the states communicating with eligible elementary schools about the availability of these funds and interested schools applying within the next month. Ideally all states would select their new FFVP schools by May 1. The new FFVP schools are then aware they will be implementing the program, can be trained before the end of this school year and be ready to rock & roll at the start of next school year.

10:27 AM Tom: So there is work to do but it is certainly on path to have a bigger impact. You have so many things to talk about to the trade and United Fresh members — fresh-cut apple purchases, the fruit and vegetable program, the WIC vouchers — do you think the trade is beginning to grasp the impact of these programs and how they might fit in?

10:38 a.m. Lorelei: Some in the produce industry clearly understand the marketing and sales opportunities presented by WIC, FFVP, school lunch and (USDA) fresh-cut purchases. However, many in the industry are still unaware of the benefits. To increase industrywide awareness of the potential revenue opportunities of all of United Fresh’s Nutrition Policy accomplishments, we urge produce industry leaders to attend both of our workshops on April 22 and 23 at this year’s convention in Las Vegas. These workshops will help to translate our policy victories into sales opportunities for the industry.

10:40 a.m. Tom: Very good. I know I’ve kept you beyond 30 minutes and I’ll let you go with one more question. What are you most looking forward to at Las Vegas?

10:47 a.m. Lorelei: I’m looking forward to the “Striking It Rich” Bowling Tournament that benefits our United Fresh PAC. It was so much fun last year; everyone is still talking about it! I hope twice as many turn out this year for fun, good team spirit and support our PAC. The PAC allows United Fresh to support members of Congress who support our policy goals. After the convention, I’ll go to California to visit friends for 3 days.
10:48 a.m. Tom: Nice. Thanks again for your time Lorelei. We'll do this again and we'll see you in Las Vegas for United Fresh.
10:49 a.m. Lorelei: Tom thanks. See you in Vegas