The Produce for Better Health Foundation BB #:157162 wants to let produce marketers know it has partnerships available to reach the 1 million-plus consumers engaged with PBH.
That includes a March 2020 promotion with Hy-Vee’s 165 in-store dietitians involving PBH’s new tagline “Have A Plant.”
In a June 4 webinar, PBH president and CEO Wendy Reinhardt Kapsak said, “PBH is a strong influencer, and we need to share that message. We’re opening it up to PBH members to use to reach a big audience.”
The effort is part of the larger PBH refocus this year, highlighting the emotional well-being and lifestyle benefit for consumers who eat more fruits and vegetables, rather than the prescriptive messages of the past.
Kapsak said PBH’s influence is significant:
-1 million Facebook followers
-62,500 Twitter followers
-40,000 monthly Pinterest views
-17,800 Instagram followers
-200,000 visitors per month to fruitsandveggies.org
-74,000 consumer e-newsletter subscribers
Katie Toulouse, PBH communications director, said produce companies can also amplify their message to consumers by using the Fruit and Vegetable Ambassadors in Action, a group of media influencers, who are volunteering their platforms for PBH but are also available for partnerships with produce and retail companies.