12/07/06 More Matters

More Matters! I'm Greg Martin with today's Fruit Grower Report. One of the big topics at this year's Annual Horticulture Convention is tackling childhood obesity and getting families to eat more fruits and vegetables. Elizabeth Pivonka with the Produce for Better Health Foundation has repositioned itself. PIVONKA: Basically it all started when the 2005 Dietary Guidelines were released back in January of 2005. That was about 2 years ago this fall where we had gotten an inkling that the recommended about of fruits and vegetables might increase in fact we heard about 2 years ago that number might be as high as 13 servings a day for some parts of the population and our thought was oh my gosh; if consumers thought that they needed to eat 13 servings as opposed to 5 servings they would just completely shut down. Their original campaign of 5 a day proved to be too restricting for busy families. Pivonka says they have boiled that message down. PIVOINKA: So our new brand positioning basically is was fruits and veggies, more matters so regardless of who you are, no matter how much you are eating, adding more will matter. And adding more just isn't a fun thing to do but it will really, truly matter in your life so that was basically the first half of the research was coming up with our brand positioning and the brand positioning is fruits and veggies, more matters. The Fruits & Veggies, More Matters campaign is expected to be rolled out this coming March. That's today's Fruit Grower Report. I'm Greg Martin on the Northwest Ag Information Network.