PBH aims young for consumer movement

Produce for Better Health Foundation leaders promise the beginning of a new consumer movement at its annual meeting next week.

Now that Wendy Reinhardt Kapsak, President and CEO of PBH, has a few years’ experience with the group and company leaders, I expect the produce industry will start to see fresh ideas on improving consumption.

I’ll attend and cover the annual Consumer Connection conference April 22-25 in Scottsdale, AZ, and will emcee the Formula 5 college student marketing competition April 23, as chairman of the committee, and accept a 2018 Fruit & Veggies – More Matters Role Model award on behalf of Blue Book.

PBH also is focusing much of its efforts on demographics most likely to change their eating habits to include more fruits and vegetables, and that means young people.

“This year’s conference is unique given PBH will be unveiling a new consumer movement as well a multifaceted brand transformation, which is steeped in original research on Gen Z and millennial fruit and vegetable consumption behaviors, as well as their digital and social media usage habits,” Reinhardt Kapsak said April 18.

Sharese Roper, events and education manager for PBH, said it’s been more than a decade since PBH has promoted a consumer-focused call-to-action that aims to be the face of a nationwide fruit and vegetable movement.

“Our team did a deep-dive into Gen Z and millennial fruit and vegetable consumption behaviors, as well as their digital and social media habits, to create a relevant, inspirational brand that supports the efforts of the collective fruit and vegetable industry,” she said.

Another feature of the event will be PBH’s Fruit and Vegetable Ambassadors in Action influencer network, which consists of chefs, lifestyle experts, fitness gurus and health and wellness advocates, who will use their social capital to promote fruit and vegetable consumption.

Roper said attendees should find many items from the education program and networking that they can take back to their companies and organizations.

Among them, she said, attendees will gain insight from PBH’s Powerful Produce Pairings pilot program and learn how it successfully engages consumers and boosts sales throughout retail stores nationwide by pairing produce with complementary nutrient-dense foods.

On the networking side, Roper said she’s most excited about the Power of Produce Social Soiree, April 24.

“Year after year, one of the most beloved elements of the Consumer Connection is the chef-created, plant-centric food! It’s always the talk of the conference and inspires so many brands and influencers to use fruits and veggies in creative ways,” she said.

To find out the details or attend the conference, click here.

Greg Johnson is Director of Media Development for Blue Book Services