Annual Report 2015 Reaching Moms & Families Through Joint Letter from Chairman & President PBH’s Annual Conference Research-focused. Accomplished. Record-breaking Results. New and “A 1 st class conference!” Expanded Resources. Relevant. Proven. These are but a few of the words and “The presentations and educational sessions are at the forefront of the industry.” phrases describing the mission of Produce for Better Health Foundation and the work we accomplished in support of that mission throughout 2015. This annual “Excellent conference! Amazing learning that I am already practicing. April 4-6, 2016 report outlines the areas PBH focused on throughout 2015, along with notable This is my favorite conference.” Scottsdale, Arizona highlights, inclusive of the continued expansion of the Fruits & Veggies—More “The PBH team has their stuff together, and this conference Matters® national health campaign, brand, and logo. Perhaps now, more than ever is in the top 3 of the industry.” before, the mission of PBH and the messages of our brand are not only relatable, but actionable to consumers committed to continuing to lead a healthy lifestyle or The annual conference for Produce for Better Health Foundation, The Consumer to beginning anew. In either case, PBH is increasing our consumer reach — a very Connection, affords attendees the opportunity to Build strategic alliances, Grow positive and important step as all of us within the fruit and vegetable industry their brand, Learn from vibrant speakers, Partner with colleagues, and Connect unite to increase consumption. with Peers. On March 16-19, over 200 fruit and vegetable marketers and Howard Nager In 2015, noteworthy results were achieved through our consumer site executives, retail buyers and vice presidents, supermarket dietitians, commodity Vice President Marketing and social media platforms, print and digital media impressions, new boards, supply companies, foodservice representatives, and university professors Domex Superfresh Growers supporters, and research. An average of 350,000 monthly visits to the and students convened at the Hotel Valley Ho in Scottsdale, Arizona. Produce for Better Health Foundation FruitsAndVeggiesMoreMatters.org consumer website was achieved in 2015, Chairman of the Board an increase of 18% from 2014. The significant growth over the last few years Feedback from attendees, during and after the conference, was extremely positive for total media impressions, inclusive of social media, continued in 2015: with many saying ‘this was the best conference yet’ and that ‘the PBH conference 43.7 billion, representing a 34% increase over 2014. The social media outlets just keeps getting better.’ PBH, with the help of conference sponsors, hosted for Fruits & Veggies—More Matters generated significant impressions in 2015: over 27 supermarket and foodservice dietitians, along with produce buyers, 33.4 million, resulting in PBH’s continued expansion of the number of managers, and marketers, many of whom were first-time attendees. Throughout consumers reached. the conference, Business Exchange Appointments afforded conference sponsors the opportunity to meet with any attendee, including all invited retailers and The support from the fruit and vegetable industry and public health community dietitians. PBH also recognized over 75 Fruits & Veggies—More Matters Role of PBH’s mission continues to help serve as the basis for helping to translate Models and Champions within the fruit and vegetable industry, public health consumer awareness of Fruits & Veggies—More Matters into action, and for community, and school foodservice sector, and 30 PBH Ambassadors, during a continuing to understand consumer behavior related to the purchase and special recognition luncheon. consumption and of fruit and vegetables. PBH hosted three events in 2015 for supermarket dietitians. These included the National Grocers Association Annual A marketing proposal from Fresno State University was selected as the winning Conference and Expo, our own Annual Conference: The Consumer Connection, recipient of PBH’s Inaugural Formula 5 Marketing Competition. Ross Denise, and PBH’s Supermarket RD program at Fresh Summit. In 2015, PBH continued to Team Leader, presented their marketing plan, RadiKale, to conference attendees. provide leadership and principled advocacy for the increase of fruit and vegetable The competition offers marketing sales and consumption to support a healthier America by writing and distributing majors, at accredited colleges Elizabeth Pivonka, Ph.D., R.D. several research reports. You can read more about these reports and the other and universities within the President and CEO, PBH accomplishments throughout this 2015 annual report. United States, the opportunity to Produce for Better Health Foundation For nearly 25 years, PBH has worked diligently to lead Americans to eat more influence fruit and vegetable fruit and vegetables because simply, it matters for better health. Together we can marketing, sales, and consumption continue to increase the consumption of fruit and vegetables in all forms, thereby within America. For the 2015 resulting in a healthier nation! We sincerely thank you for your ongoing and competition year, 29 proposals generous support — We Are PBH! were received, and 6 have been Produce for Better Health Foundation (PBH) is a selected for presentation at the non-profit 501(c)(3) consumer education foundation whose purpose is to motivate people to eat more fruits 2016 Annual Conference. and vegetables to improve public health. Fresno State University, Formula 5 Competition 1st Place Team 2 Produce for Better Health Foundation 3 Executive Committee, President’s Club, & Board of Trustees Executive Committee Ahold USA Compass Group North America/ Luvo, Inc. Rainier Fruit Company, Inc. The Wonderful Company Shirley Axe Chartwells Samantha Cassetty Erin Smith Scott Owens Howard Nager Margie Saidel Domex Superfresh Growers American Frozen Food Institute Mastronardi Produce, Ltd. Red Sun Farms U.S. Potato Board Chairman Adrienne Seiling Del Monte Foods Nancy Pickersgill Sabrina Pokomandy Sarah Reece Xander Shapiro Scott Owens Bayer CropScience Melissa’s Produce, Inc. Robinson Fresh United Fresh Produce The Wonderful Company Nasser Dean Del Monte Fresh Produce N.A., Inc. Peter Steinbrick Drew Schwartzhoff Association Vice Chairman Dionysios Christou Tom Stenzel Black Gold Farms, Inc. Monsanto Company Seneca Foods Corporation Dionysios Christou Leah Brakke Del Monte Fresh Produce N.A., Inc. Dole Food Company, Inc. Andrew Burchett Paul Palmby Ventura Foods Secretary/Treasurer Bil Goldfield Matt Middleton Borton & Sons Naturipe Farms LLC Silgan Containers Terry Murphy Lindsay Ehlis Dole Packaged Foods Robert Verloop Carolyn Takata Wakefern Food Corporation Wakefern Food Corporation Marty Ordman Terry Murphy Immediate Past Chairman Braga Fresh Family Farms Nestlé USA Stemilt Growers, Inc. Karen Nardozza Domex Superfresh Growers Rhonda Richardson Roger Pepperl Welch’s Shirley Axe Howard Nager Casey Lewis Ahold USA California Avocado Commission Nickelodeon Sunkist Growers, Inc. Jan DeLyser Driscoll’s Rex Weiss Joan Wickham Western Growers Andrew Burchett Doug Ronan Matt McInerney Monsanto Company California Cling Peach Board Ocean Spray Cranberries, Inc. Sun-Maid Growers of California Ginny Hair Duda Farm Fresh Foods, Inc. Christina Khoo Rich Paumen Rich Dachman Nichole Towell Sysco/Fresh Point California Strawberry Commission Okanagan Specialty Fruits Syngenta Corporation Chris Christian PBH’s President’s Club Brett Libke Earthbound Farms Jennifer Armen John Freed The Oppenheimer Group Jessica Harris Monsanto Company Campbell Soup Company Pacific Coast Producers Taylor Farms Trish Zecca Matt Middleton Florida Fruit & Vegetable Tami Iverson Bruce Taylor Produce Marketing Association Ventura Foods Association Can Manufacturers Institute Michael Aerts Pear Bureau Northwest The Morning Star Company Seneca Foods Corporation Rich Paumen Sherrie Rosenblatt Kevin Moffitt Nick Kastle Sun-Maid Growers of California Giorgio Fresh Mushrooms Stemilt Growers, Inc. Canned Food Alliance Brian Threlfall PepsiCo The Oppenheimer Group Xander Shapiro Rich Tavoletti Lindsey Toth Brett Libke Taylor Farms Del Monte Foods Green Giant – Frozen and Canned Chelan Fresh Foods Produce Business Magazine The Packer Trish Zecca The Wonderful Company Mac Riggan Sarah Moberg Kenneth Whitacre Shannon Shuman Campbell Soup Company Chilean Fresh Fruit Association Joan Wickham Grimmway Farms Produce Marketing Association The Walt Disney Company Karen Brux Sunkist Growers, Inc. Lisa McNeece Anthony Barbieri Heather Rubin 4 Produce for Better Health Foundation 5 Reaching Moms & Families Through the Internet, Media, A Chef Column, The Everyday Chef: Fruit & Veggie and Social Media Culinary Creations, complete with blogs, recipes, and tips, was added to the site mid-year. The new Monthly Visits to FruitsAndVeggiesMoreMatters.org Liking, tweeting, sharing, posting, blogging and updating — everyday PBH column hosted by two chefs, Alex Caspero, RD and 350,000 Andrew Dole, RDN, offers sound advice and tips 350,000 reaches consumers through multiple social media channels, smartphones and 300,000 websites. Resources including toolkits, recipes and sample social media posts to help consumers eat more fruits and vegetables. 297,000 PBH added the new section based on feedback from 250,000 are also provided to the members of the fruit and vegetable industry and public health communities, donors, and supporters to make connecting