Produce for Better Health Surpasses 2013 Goals

Produce for Better Health Foundation (PBH) reported performance results against their 2013 year-end goals. Overall, the year-end results of the annual business plan exceeded expectations, validating the progress resulting from foundation’s principled advocacy, strategic communications and strong industry support.

Year-end performance highlights are as follows:

Media:  Media and social media impressions surpassed goal on every front. 12.1 billion media impressions were generated through print and electronic PR and communications efforts: 21% higher than 2012.  Twitter followers increased nearly 50%, Facebook likes doubled and Pinterest followers tripled. consider fresh fruits and vegetables to be healthy.

Industry:  The year ended with 60 industry members (12 retailers; 48 non-retail) who met our Role Model status, and another 43 Champions (12 retailers; 31 non-retail). Ambassador Program launched in Q3. Retail impressions surpassed annual goal.

Health Influencers:  PBH’s stepped up outreach to educators and health professionals in 2013. Five webinars, averaging 226 participants per webinar, ranged from grapes to protein to pesticides. PBH’s inaugural issue of our new Fruit & Veggie Connection magazine for health professionals debuted in Q3 with positive response, and the 2013 Supermarket RD Program at Fresh Summit in Q4 hosted 25 dietitians. PBH made presentations to Wakefern RD’s (in person) and HyVee RD’s via webinar.

Web:  Monthly average visits to FruitsAndVeggiesMoreMatters.org ended below goal due to preparation for the new site launch in August. Visits then trended upward very strongly with Q4 monthly average visits 22% higher than 2012. Of special note is that the entire site re-launch was done within our normal web budget, with no additional costs.

Research:  Particularly noteworthy is that PBH’s target audience of moms has seen progressive improvements in several key markers over time, based on our annual Mom Survey. Specifically, 79% of surveyed moms reported that they intend to serve more fruits and vegetables to their family in 2013, up from 69% in 2007; 49% of moms self-reported that they were “likely to purchase” a product when seeing the Fruits & Veggies—More Matters logo on it, up from 40%; and 41% of moms surveyed are extremely or very motivated by the Fruits & Veggies—More Matters message, up from 24% in 2007.  A new series of questions showing high Fruits & Veggies—More Matters brand affinity will serve as baseline data. Using last year’s PBH 2012 consumer shopper data, PBH was also able to post media usage, interests, demographics and psychographics around various subsets of fruit and vegetable consumers.

“Our solid numbers speak volume to our efforts to educate consumers, capture the attention and respect of influencers, and encourage others to do work important to our mission,” says Elizabeth Pivonka, president & CEO.  “As evidenced by the strong online and social media numbers, the Fruit & Veggies—More Matters logo and brand are resonating with consumers and that would not be possible without the collective efforts of our board of trustees, donors, supporters and PBH staff.”

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