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Letter from 2017/2018 PBH Chair of the Board and PBH President & CEO ... 3 Executive Committee, Board of Trustees and President's Club ...................... 4 Reaching Shoppers Through Social Media .................................................. 5 Reaching Shoppers Through Retail Dietitians ............................................. 7 Reaching Shoppers Through the Support of Retailers and Suppliers ........... 10 Learning About Shoppers Through Research .......................................... 11 PBH's Annual Conference: The Consumer Connection ............................... 12 PBH 2017 Store Tour Training Grants .................................................... 13 PBH's Formula 5 Student Marketing Competition .................................... 14 Fruits & Veggies—More Matters® 2017 Role Models and Champions ......... 15 PBH Members and Sponsors ................................................................. 17 Gifts In-Kind ........................................................................................ 20 Financial Report ................................................................................... 21 Letter From 2017/2018 PBH Chair of the Board and PBH President & CEO meeting fruit and vegetable recommendations, recipes, and more. Last but not least, we continue and increasing purchasing of all forms, will require to target key influencer groups, including a retail continued commitment, mobilization, and shared RD event with representation from more than Dionysios Christou values throughout the entire produce industry. It 10,000 supermarkets across the U.S. Vice President of Marketing will also require innovation and collaboration. Del Monte Fresh; What’s still to come? The initiation of a 2017/2018 Chair of the Board The year 2017 marked the start of a transformation coordinated editorial calendar to guide sponsorship Produce for Better Health Foundation for PBH: its leadership; its infrastructure; its place opportunities for focused omni-channel activations, in the industry; and its voice in the environment. based on supporter interests, featuring tactics to We have reconfigured leadership processes reach influencers, media, and consumers; PBH and committees to create greater engagement, and the Fruits & Veggies—More Matters brand an enhanced voice, and maximum return on refresh and repositioning; and, as the 2020 Dietary investment for board-level supporters. We have been Guidelines for Americans get underway, updating Wendy Reinhardt Kapsak, MS, RDN able to take appreciable steps to become leaner as key scientific papers on the topics of produce, President & CEO an organization by removing the costs associated health, and behavior change. Produce for Better Health Foundation with physical office space and servers. We have As John C. Maxwell reminds us, “Change is laid the groundwork to have the greatest messaging inevitable. Growth is optional.” PBH must continue s we close out and celebrate an exceptionally impact possible, through our social channels and to grow and change as the industry, consumers, transformational year, we would like to begin influencer relationships, while remaining fiscally A and influencer communication evolves. With your by thanking each and every one of you for your responsible. continued support, we are poised to increase PBH’s support, participation, and active engagement with Highlights from 2017 include the development of voice, connect with new influencer groups, and take the Produce for Better Health Foundation. a research plan to further strengthen PBH’s voice both the industry and PBH to new heights. We very Together, we share an extraordinarily meaningful and impact in the environment through 2020; much appreciate your support during this exciting vision for individuals and families to consume more aggregation of the last 10 years of consumer time and on this transformative journey! fruit and vegetables, in all forms, to best serve insights and marketplace consumption data to be the public’s health. We also have a formidable used by PBH, supporters, and other influencers in challenge. Intake of fruit and vegetables continues the field; extension of the Fruits and Veggies—More to fall well below recommendations, while myths Matters® social presence, reaching and surpassing and misperceptions regarding various forms of 1 million Facebook followers and serving as a produce persist. Making measurable progress in powerful mechanism to amplify PBH insights, tips, Produce for Better Health Foundation | 2017 ANNUAL REPORT 3 2017 Executive Committee, Board of Trustees and President's Club EXECUTIVE COMMITTEE BOARD OF TRUSTEES Alissa Dillon | The Morning Star Company Dionysios Christou Marissa Nelson | Ahold USA CarrieAnn Arias | Naturipe Farms LLC Del Monte Fresh Produce N.A., Inc. Adrienne Seiling | American Frozen Food Institute Rhonda Richardson | Nestlé USA Chairman Anne Byerly | Apio, Inc. Christina Khoo | Ocean Spray Cranberries, Inc. Rich Paumen Nick Hammer | Ardagh Metal Packaging USA Inc. Brett Libke | The Oppenheimer Group Sun-Maid Growers of California Maggie Bezart-Hall | Avocados from Mexico Tami Iverson | Pacific Coast Producers Vice Chairman Angela Fraser | California Avocado Commission Kevin Moffitt | Pear Bureau Northwest Howard Nager Karli Quinn | California Cling Peach Board Melissa Kaczmarczyk | Pepsico Sun Pacific Marketing Cooperative, Inc. Chris Christian | California Strawberry Commission Kathy Means* | Produce Marketing Association Secretary/Treasurer Trish Zecca | Campbell Soup Company Leona Neill | Red Sun Farms Andrew Burchett Sherrie Rosenblatt | Can Manufacturers Institute Nicole Brandt | Robinson Fresh Monsanto Company Margie Saidel | Chartwells K12 Shannen Bornsen* | Seneca Foods Corporation Richard Dachman Mac Riggan | Chelan Fresh Marketing Carolyn Takata | Silgan Containers Sysco / FreshPoint Nasser Dean | Crop Science, a division of Bayer Roger Pepperl* | Stemilt Growers LLC Bil Goldfield Jen Reiner | Del Monte Foods, Inc. Joan Wickham | Sunkist Growers, Inc. Dole Food Company, Inc. Dionysios Christou* | Del Monte Fresh Produce N.A., Inc. Rich Paumen | Sun-Maid Growers of California Bil Goldfield | Dole Food Company, Inc. Laura Ali | StarKist Co. Dan Johnson The Kroger Company (retired) Marty Ordman | Dole Packaged Foods, LLC Laura Peterson | Syngenta Corporation Catherine Gipe-Stewart | Domex Superfresh Growers Bruce Taylor* | Taylor Farms Brett Libke Doug Ronan | Driscoll's, Inc. Tom Stenzel | United Fresh Produce Association The Oppenheimer Group Nichole Towell | Duda Farm Fresh Foods, Inc. Matt Middleton | Ventura Foods Matt Middleton Jessica Harris | Earthbound Farm Heather Rubin | The Walt Disney Company Ventura Foods Michael Aerts | Florida Fruit & Vegetable Association Casey Lewis | Welch's Marissa Nelson Greg Sagan | Giorgio Fresh Co. Matt McInerney | Western Growers Ahold USA Justine Peterson | Grimmway Farms Jason Osborn* | The Wonderful Company Trish Zecca Peter Steinbrick | Melissa's/World Variety Produce, Inc. Campbell Soup Company Andrew Burchett* | Monsanto Company *Member of PBH's President's Club Produce for Better Health Foundation | 2017 ANNUAL REPORT 4 Reaching Shoppers Through Social Media Celebrating 10 Years of • 42% of moms say it motivates them to help Fruits & Veggies—More Matters® themselves and/or their family to eat more fruits and vegetables, up from 20% in 2007. A great deal has been accomplished since the • 78% of moms say that they intend to include launch of the Fruits & Veggies—More Matters more fruits and vegetables in their family’s campaign in 2007. Every year PBH has seen an meals and snacks, up from 69% in 2007. increase in media and social media impressions and industry support. 2017 ended with nearly Source: Produce for Better Health Foundation. 61 billion media impressions, 20-fold higher than Moms’ Attitudes and Beliefs Related to Fruit and just 5 years ago! Vegetable Consumption 2007-2015. PBH's Media Reach by the Numbers Facebook Likes - 1,007,000 Twitter Followers - 61,700 Instagram Followers - 14,900 Pinterest Followers - 12,400 FruitsAndVeggiesMoreMatters.org Average Monthly Visits - 300,200 Ten years after the inception of Fruits & Veggies— More Matters we see positive attitudinal shifts: FruitsAndVeggiesMoreMatters.org Site Referrals - 3,800 • 48% of moms report that they are likely to purchase a product when it has the Total Impressions for Print and Fruits & Veggies—More Matters logo on it, Online Media Outlets - 60.9 Billion up from 39% in 2007. Produce for Better Health Foundation | 2017 ANNUAL REPORT 5 Fruits & Veggies—More Matters® Fruits & Veggies—More Matters® Reaches 1 Million Likes Twitter Parties The Fruits & Veggies—More Matters Facebook page In 2017 PBH continued to host bi-monthly reached its one million “Likes” milestone in 2017, Twitter parties on the first and third Wednesdays emphasizing its leadership position as a trusted at 4pm EST with PBH donors, sponsors and fruit and vegetable information resource. The supporters. The parties were a main feature of consumer-focused Facebook page offers relevant, the Fruits_Veggies Twitter account in 2017 visually appealing posts on fruit and vegetable continuing to expand the reach and exposure for research and recipes as well as tips and tricks for Fruits & Veggies—More Matters. Each chat in selecting, serving and savoring produce every day 2017 had an average consumer reach of 371,710 of the year. PBH’s Facebook page caters to a highly and more than 4.5 million total impressions. PBH engaged audience that