September presents the perfect opportunity for the produce industry to elevate consumption to a national priority
The Produce for Better Health (PBH) Foundation BB#:157162 invites the agricultural products industry to join the Have A Plant movement in September, as the nonprofit launches its fourth year National Fruit and Vegetable Month (NFVM) – a celebration of everyone’s favorite and tasty plants – fruits and vegetables!
With its successful track record reaching over 100 million social media impressions each year during the month of September since launching NFVM in 2019, PBH is also marking this month as an opportunity to elevate fruit and vegetable consumption to the national priority.
Given the announcement from the White House this week that the next White House Conference on Hunger, Nutrition and Health will take place on Wednesday, September 28, it is imperative, now more than ever, to raise awareness about fruits and vegetables and the important role they play in America’s health and happiness.
The NFVM 2022 theme is “Celebrating the roots of our food.” Fruits and vegetables are at the “root” of our health and well-being. Fruits and vegetables also serve as a deep-rooted connection point with consumers – whether it’s a connection with the farmers and producers who care for our diets from the ground up, or our cultural ties to food. and our loved ones. National Fruit and Vegetable Month is a time to celebrate all the goodness fruits and vegetables bring to our tables, our minds, our souls as well as our health and happiness.
“September is a pivotal time to elevate fruits and vegetables to a national priority and celebrate all of the hard-working people across the supply chain who work tirelessly to deliver America’s favorite and tasty plants to our stores. , our restaurants and our tables,” said Wendy Reinhardt Kapsak, MS, RDN, PBH President and CEO.
“This is a unique year given the efforts around the second White House conference, and we need our voices to be heard in order to close the fruit and vegetable consumption gap. NOW is the time to unite, and PBH’s digital assets along with the Have A Plant movement provide the platform for all of us to come together and deliver consistent fruit and vegetable messaging to key stakeholders, and directly inspire consumers, encouraging new fruit and vegetable consumption behaviors.
In September, PBH will also release new consumer research that will uncover fruit and vegetable-specific hacks to break down common consumption barriers as well as behavioral insights that can lead to lifestyle habits. Rooted in behavioral science, the PBH team has taken insights from this research to create consumer-facing promotional content and activation ideas that can help unify messaging and deliver creative new ways to communicate about fruits and vegetables with consumers through four key pillars: To make easy; Back to basics; Fruit and vegetable tips; and Fruit and vegetable care. Embedded in this year’s campaign are new GIF for fun social sharing encouraging message, “Every time you eat, have a plant,” “Every time you shop, have a plant”, etc.
Here’s a look at what to expect in September as part of PBH’s 2022 NFVM campaign:
• Activations of a network of plant influencers: PBH’s vast network of influencers is made up of more than 300 Dt.P. retail, restaurant and kitchen leaders, nutrition, lifestyle and agriculture specialists. This includes 50 Have plant ambassadors who contribute to PBH’s digital ecosystem as committed volunteers who believe in PBH’s mission. To keep up with all of their amazing easy-to-share content, visit our NFVM 2022 Editorial Calendar HERE.
• Have a plant that cooks and lives on Facebook: PBH Events on Facebook provide production companies with a FREE opportunity to engage with PBH social media followers in real time. Join the party on our events page and save the following dates:
• Local TV media: Various Have A Plant Ambassadors showcased their local TV channels and will be doing live segments featuring NFVM, including Kristen Carli, Dt.P. and Kelly Jones, MS, RDN, CSSD, LDN to name a few. Follow us as more segments are secured!
• Podcast : Wendy Reinhardt Kapsak, MS, RDN, President and CEO of PBH has also participated in a host of commodity industry trade podcasts as well as lifestyle and nutrition podcasts to be aired during the month of September, in particular:
• Retail activations in various markets:
- Powerful promotion of product agreements with Egg Nutrition Center & Vegetables HEB.
- Retail Registered Dietitians (RD) Roundtable Featuring Have A Plant Retail RD Ambassadors Big Y, HEB and wake upwho will speak with Ashley Nickle about their NFVM plans during the Produce a retail podcast.
- Various Have A Plant Ambassador retail RDs are hosting cooking classes and consumer education that will focus on fruits and vegetables during NFVM.
• Custom PBH partnerships for NFVM:
o Join the conversation as PBH and Pacific Coast Producers kicked off NFVM on Tuesday, August 30 with a special series of webinars from PBH experts: The story of sustainability, operational efficiency and innovation. Watch the replay HERE.
- PBH will partner with American Highbush Blueberry Councill Highlight blueberries during the week of September 19 through Have A Plant Ambassador and personalized digital and social activations.
- fresh chelan invited PBH as an influencer to attend their experiential field tour, September 21-23. PBH’s new Social Media Community Manager, Emily Holdorf, MS, RDN, will be on hand and amplifying content on our channels.
- PBH will partner with Egg Nutrition Center and Hass Avocado Board to present our monthly health and wellness webinar on September 27 at 2 p.m. ET: Managing Scientific Whiplash: The Evolution of Dietary Fat and Cholesterol Research
- PBH will partner with FOODWORKS to launch GREEN by Agrifood to encourage chefs nationwide to create more plant-based menus at foodservice establishments across America.
“PBH is committed to the produce industry and to communicating to consumers the greatness fruits and vegetables bring to our tables, minds and souls this National Fruit and Vegetable Month; but we can’t do it alone,” said Katie Calligaro, Marketing & Communications Director PBH. “We need everyone to join us in September, so we’ve facilitated industry mobilization around fruit and vegetable consumption, as well as momentum for the award-winning Have A Plant movement. We create the tools. We activate our networks. We make it cool and fun. Now we can’t wait to see what everyone will do to get into the game.”
For practical ways to get involved, as well as access to images, sample social media posts, messages and more, visit PBH’s National Fruit and Vegetable Month Toolkit FREE to download HERE. For more information about National Produce Month and how to customize your September integrated marketing plans with PBH, contact Katie Calligaro, Director of Marketing and Communications, PBH.About Produce for Better Health FoundationProduce for Better Health Foundation (PBH), a 501(c)(3) nonprofit organization, is the only national organization dedicated to helping consumers live happier, healthier lives by eating more fruits and vegetables, including fresh, frozen, canned, dried and 100% juice, every day.
Since 1991, PBH has invested in developing information on attitudes towards all forms of fruit and vegetable consumption, in addition to campaigns and partnerships with government, food industry stakeholders, health professionals and other opinion leaders to collaborate, facilitate and advocate for increased consumption. The campaigns first included the 5-A-Day program and then the Fruits & Veggies—More Matters public health initiative. While five fruits and vegetables a day is great advice, and more will always be important, PBH’s new behavior-based call to action is Have A Plant. Rooted in behavioral science, PBH’s transformative Have A Plant movement is an invitation that will inspire people with compelling reasons to believe in the powerful role fruits and vegetables can play in creating happy, healthy and active lives.
Be sure to join the Have A Plant movement and get new recipes, snacks, meal ideas, and other tips from chefs, registered dietitians, and food and wellness experts by visiting www.fruitsandveggies.org. Follow us on Facebook @fruitsandveggies; on Twitter @fruits_veggies; on Instagram @fruitsandveggies; on Pinterest @fruits_veggies; and on LinkedIn at Produce for Better Health Foundation. And don’t forget to #getaplant.
PBH is also responsible for the Leading The Change collaborative consumption campaign – a multi-industry, multi-year initiative designed to maximize the power of PBH’s unique position of thought leadership, its extensive network of influencers, its credible scientific and market research and, above all, its innovative members and partners, to lead a call to action to tackle the global crisis in fruit and vegetable consumption. The initiative includes research, thought leadership and communications platforms to ensure the campaign speaks with purpose, a voice and a call to action. For more information visit: www.fruitsandveggies.org/lead-the-change.