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PBH details member benefits, 2021 strategy

Produce for Better Health BB #:157162 leaders elaborated on their marketing strategy to increase fruit and vegetable consumption on a June 4 webinar.

PBH also released its 2021 Member Engagement Prospectus, which details the benefits of PBH members.

On the webinar, CarrieAnn Arias, PBH Secretary and Treasurer and Vice President of Marketing for Naturipe Farms LLC, said marketing has become more difficult as consumers look more at companies’ values in addition to good and services, and brands have to guard against coming across as self-serving.

Commercial farming “has been demonized, and using PBH as a 501-C3 can help with that,” she said.

Roger Pepperl, PBH Past Chairman and Marketing Director for Stemilt Growers LLC, said his company is attracted to PBH’s mission of reaching consumers and promoting increased consumption of produce.

“PBH’s ROI to Stemilt is there,” he said. “PBH offers signature service and wants your campaign to be successful.”

PBH also released its annual report, and PBH president and CEO Wendy Reinhardt Kapsak, joined me in a video interview to talk about the next steps for PBH’s Have a Plant and Lead The Change Movement.

Greg Johnson is Director of Media Development for Blue Book Services