Produce For Better Health Foundation
2010 Business Plan
3rd Quarter Update
October 2010
Submitted To: PBH Executive Committee
1
Produce For Better Health Foundation
2010 Business Plan
3rd Quarter Update
The third quarter of 2010, on average, is tracking to meet 2010 business plan goals.
Overall, from a Fruits & Veggies—More Matters messaging and communications perspective, the third
quarter of 2010 was strong. The fruitsandveggiesmorematters.org website continues to increase in
popularity as demonstrated by the continued strong growth in monthly average visits and number of optin participants. The Web Marketing Association has recognized the website with an outstanding
achievement award, selected from 2000 sites. Retailers, growers/shippers/processors, state, and public
health partners continue to show strong support for Fruits & Veggies—More Matters by spreading the
message through various mediums. The number of industry champions and role models has never been
higher. In addition, the number of links by both industry and public health websites to the Fruits &
Veggies—More Matters website has surpassed the 2010 goal.
Media impressions were lower than expected in second quarter, but third quarter efforts for September’s
new America’s More Matters Pledge: Fruits & Veggies…Today and Every Day!, consumer columns and
the release of some of PBH’s consumer data strengthened those numbers, bringing print media
impressions up to 57% of goal. Consumer impressions through education materials are 94% of goal and
are on course to surpass annual goal.
In the second quarter, the main area of concern was the low number of supermarket consumer
impressions (in ads) as measured by Leemis. As noted then and as discussed at October’s executive
committee meeting, several retailers are promoting more in-store or on-line and less in circulars than
previous years. Despite a number of in-store activities that occurred in the third quarter, the Fruits &
Veggies—More Matters use in circulars, as measured by Leemis, remains at less than 1% of goal.
The National Action Plan 2010 Report Card is completed. The 2010 Gap Analysis -- The Fruit &
Vegetable Consumption Challenge: How Federal Spending Falls Short of Addressing Public Health
Needs is also complete. The 2010 State of the Plate Report will be completed by end of October. Media
outreach efforts are underway for the release of all three reports in November. The original New York,
November 16 Food Editor Luncheon was moved to November 8 at the American Dietetic Association’s
annual meeting and exposition in Boston because of lack of confirmed attendance at the New York
luncheon. While editors were very interested in receiving the information, economic pressures have
caused staff cuts, resulting in remaining editors having little time to attend 3-hour luncheons. American
Dietetic Association expects 100-150 editors at their convention. Two of the three reports will be
presented in Boston; the Report Card will be presented via a tele-briefing a week later.
From a sustainability perspective, third quarter 2010 catalog sales are tracking to surpass the budgeted
$2,000,000, but industry contributions are lagging. The increased catalog sales should offset lower
industry contributions. 2011 sponsorship discussions are underway, with more than $85,000 in pledges to
date.
Below is more detailed information regarding performance against the 2010 Business Plan.
*****
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Goal 1: Implement comprehensive Fruits & Veggies—More Matters marketing,
communications, and education effort targeted to Moms.
Objective 1: Understand moms in order to help her increase fruit/vegetable consumption among
her family members.
Performance Goals:
1.1: Review the fruit and vegetable consumption of moms and her family vs. full population (NPD
data) and determine a baseline.
3rd Quarter Results: The 2010 State of the Plate report will be completed in October in time for the
November media event. The original New York, November 16 Food Editor Luncheon was moved to
November 8 at the American Dietetic Association’s annual meeting and exposition in Boston because of
lack of confirmed attendance at the luncheon in New York. While editors were very interested in
receiving the PBH information, economic pressures have resulted in staff cuts at various publications
resulting in remaining editors having little time to attend 3-hour luncheons. American Dietetic
Association added PBH to its media briefing schedule for free; normally this is only offered to their $1
million donors. ADA expects 100-150 editors at their convention.
2nd Quarter Results: NPD data will not be reviewed again until 2015. The State of the Plate report has
been written and is currently with PBH staff designer. Due to White House Let’s Move activities in
preparation for September, the designer was pulled away from completing the design of this report,
originally expected in August. The report will be complete prior to the November Food Editor luncheon.
1st Quarter Results: NPD data was collected and baseline was developed. Results are noted in the table
below. A comparison of Gen X mom households vs. the rest of the population isn’t the best comparison
because Gen X mom households have younger children who eat smaller servings and thus bring down the
average amount per capita. A year to year comparison for Gen X mom families and a year to year
comparison for the general population is more appropriate. This comparison shows modest increases in
consumption across both groups since the 2006 baseline.
2006
2007
2008
2009
Average annual cups/capita in
Gen X mom households (mom
aged 30-44)
Fruit
Veg
202
360
219
367
222
372
221
368
Average annual cups/capita in
general population
Fruit
234
238
243
247
Veg
405
409
414
413
A more accurate comparison might be to compare the consumption of fruit/veggies among children in
Gen X mom households vs children not in Gen X mom households. Here again, there are only modest
differences.
2006
Average annual cups/capita of
children in Gen X mom
households (mom aged 30-44)
Fruit
Veg
Age
Age
Age
Age
2-5
6-12
2-5
6-12
241
215
193
272
Average annual cups/capita of
children in general population
Fruit
Age
Age
2-5
6-12
235
218
Veg
Age
Age
2-5
6-12
190
275
3
2007
2008
2009
253
263
276
227
239
231
189
192
197
277
277
273
247
254
272
233
244
243
192
196
198
275
277
279
Of note, individuals in households with a ‘new’Gen X mom (children under the age of 6) consume 30%
more fruit per capita than those households with an ‘experienced’ Gen X mom. However, these same
‘new’ Gen X mom households eat 5% fewer vegetables than ‘experienced’ Gen X mom households.
1.2: Increase mom’s intention to serve more fruits and vegetables to her family to 70% (of moms).
3rd Quarter Results: The research subcommittee has been discussing questions for the 2011 Gen X mom
survey. At this point, focus groups are not a planned part of the 2011 survey. Meanwhile, PBH has
shared all raw data files from 2006-2010 surveys with University of Arizona researchers, who will be
further analyzing data to submit for scientific peer review publication. A graduate student has also been
identified to work with PBH on the 2011 survey so that these results can also be published in the
scientific literature. Publishing these results will increase there use by health professionals.
2nd Quarter Results: The annual Gen X mom survey will be conducted again in Q1 2011. Preliminary
pricing and discussions were held in support of conducting additional work with small Gen X mom focus
groups. Discussions will continue, and available financial and human resources will be evaluated to
determine the feasibility of conducting additional data gathering with focus groups. In addition,
discussions are underway to possibly involve a university graduate student (and their mentor) in the next
Gen X mom survey to assist with survey development, analysis, and submission of the research to a peerreviewed journal.
1st Quarter Results: 66% of moms intend to serve more fruits and vegetables to her family, less than 2009
results where 69% said they would serve their family more fruits and vegetables. However, this is one
question out of several psychosocial questions. When all of psychosocial questions are considered
together, we see positive trends in mothers who strongly agree with statements like “it is easy for me to
include f/v” or “as a mom, it is important that I include f/v’s in my family’s meals” or “I don’t know how
to prepare f/v’s in different ways.” When all psychosocial questions are considered, the response has
been:
 2007: baseline determined
 2008: 7% increase from baseline (indicating positive movement toward getting her family to eat
more)
 2009: 3% decrease from baseline (negatively impacted by the recession, we believe)
 2010: 4% increase from baseline. A rebound, but not yet what it was “pre-recession”
1.3: Increase the percentage of moms who self-reported they were “likely to purchase” a product
when seeing the Fruits & Veggies—More Matters logo on the package to 41%.
3rd Quarter Results: 2011 survey is in process. It is scheduled to be in the field by mid-January, 2011.
2nd Quarter Results: Same as 1.2 above
1st Quarter Results: 45% of moms self-reported that they were “likely to purchase” a product when
seeing the logo. In the 2009 survey, 40% reported that they were “likely to purchase” a product.

74% of moms believe a product is ‘healthy’ when they see the logo on packaging; 55% believe
the product provides a serving of fruit and/or vegetables, and 66% believe the product is
nutritious.
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
38% of moms believe the logo motivates them to help their family to eat more fruits and
vegetables. In 2009, 31% believed the logo was motivating. This percentage has consistently
increased since 2007 (23%).
Objective 2: Reach moms (and her family) specifically through outreach efforts via the internet.
Performance Goals:
2.1: Increase the monthly average visits to the Fruits & Veggies—More Matters website by 5%
(64,384).
3rd Quarter Results: 69,092 monthly average visits; a 7.42% increase compared to this time last year.
The following additions and enhancements were made to the website during Q3:
 Finalized the layout and functionality of America’s More Matters Pledge: Fruits &
Veggies…Today and Every Day! and the Fruit & Veggie Happenings database. The online
pledge and database went live at the end of August. Both are being promoted in PBH
communications, social media outlets such as Facebook and Twitter, and during tradeshows
attended by PBH staff.
o America’s More Matters Pledge: Fruits & Veggies…Today and Every Day!
 Visitors can take the pledge online or download, print, and mail-in completed
pledge cards. A running tally will appear on the website once 200 pledges are
received for each. To date, 958 pledges have been received. The top pledge is “I
pledge, for myself and my family, to add one or more fruits and veggies to meals
and snacks every day.”
 A recipe of the week and a healthy menu of the week opt-in email were designed
as a support mechanism for those who have taken the pledge.
 Pledge cards have been distributed at the National Extension Association of
Family & Consumer Sciences annual conference and PMA Fresh Summit.
Additionally, a pledge card is included in each catalog order as a way to
encourage all Americans to take the pledge.
o Fruit & Veggie Happenings Searchable Database
 Site visitors can search the database by zip code to see a list of events, contests,
promotions, etc. within their local area and on a national level.
 The database is a free marketing tool for licensed donors and many have already
taken advantage of this benefit.
 To date almost 7,000 entries have been loaded into the database.
 Updated information and tips on the Gardening page.
 Made seasonal aesthetic changes throughout the site.
 Created a page for the winning entries from the Healthy You contest.
 Modified the user-interface design on the home page and the Fruit & Veggie Happening page.
 Improved the tagging functionality on the home page.
 Ongoing:
o “About” portal changes
o Additions to Fruit and Veggie Happenings database
o Insider’s Viewpoint additions
o Recipe additions
o 30-minute/quick recipe additions
o Top 10 lists
o Mom email design

Additionally, The Fruits & Veggies-More Matters® website,
www.FruitsAndVeggiesMoreMatters.org, has won another award! The Web Marketing
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Association has recognized the website with its 2010 WebAward Outstanding Achievement in
Web Development for Non-Profit Standard of Excellence. The Web Marketing Association is
made up of Internet marketing, online advertising, PR, and top web site design professionals.
This year more than 2,000 sites from 45 countries entered the competition. The entries were
evaluated on design, copy writing, innovation, content, interactivity, navigation, and use of
technology. Now in its 14th year, WebAwards is the premier annual website award competition
that names the best Web sites in 96 industries while setting the standard of excellence for all
website development.
2nd Quarter Results: 68,339 monthly average visits; a 6.25% increase compared to this time last year.
The following additions and enhancements were made to the website during Q2:
 Updated information and tips on the Gardening page, and incorporated into the gardening opt-in
email.
 Made seasonal aesthetic changes throughout the site.
 Loaded and archived, as appropriate, weekly About the Buzz articles.
 Monitored and updated, as needed, the incoming daily news feed.
 Improved the tagging functionality on the home page to maximize optimization efforts.
 Created the home page, pledge section and ‘community’ user interface design in support of
America’s More Matters Pledge: Fruits & Veggies…Today and Every Day!
o A section is being created to house information related to the pledge: Intro copy, a
downloadable pledge card, a link for individuals or companies to pledge online,
supporting documents and links to additional information and resources. The section will
have a running tally to represent the total # of pledges.
o A ‘community exchange’ page is also being created to highlight fruit and vegetable
related events, promotions, contests, etc. by members of the fruit and vegetable industry,
public health professionals, educators, and health professionals. The information will be
searchable by zip code to allow website visitors to easily see all of the events in their
local community. Staff has been collecting information to populate the “community
exchange” page in Q2 and in Q3 they will reach out more aggressively to industry to be
sure they also populate the site with their own contests and events once the site is live.
Additional information and resources on the community exchange page include:
 Fruit & Veggie Vending
 Fresh Fruit and Vegetable Program
 School Wellness Policies
 Salad Bars
This section will also include running tallies for the following listed on our site:
 # of schools with salad bars
 # of schools participating in the Fresh Fruit & Vegetable Program for the 2010-2011
school year
 # of schools with a fruit & veggie vending machine
 # of events, programs, contests, etc.
 Program profiles added in the past 30 days
 Ongoing:
o ‘About’ portal changes
o Additions to fruit and veggie database
o Insider’s Viewpoint Additions
o Recipe Additions
o 30-minute and quick recipe additions
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1st Quarter Results: 68,966 monthly average visits; a 10% increase compared to this time last year.

The following additions and enhancements were made to the website during Q1.
o Updated navigation on the home page, making it easier to move throughout the site and
access popular pages and sections.
o A new, refreshed look for the home page of the site.
o A new look and name for the bi-monthly e-newsletter to opt-in participants. The new
name is Fruit and Veggie Voice.
o Added a live news feed pulling in daily articles, information and research on fruits and
vegetables.
o Added a page and corresponding information on PBH’s consumer contest. The contest is
focused on email submissions outlining mom’s success with healthy eating, overall
weight management with fruits and vegetables, and tips on how she was able to get her
family to eat more fruits and vegetables. The contest kicked off in March during
National Nutrition Month and will run through July with the Grand prize winner and first
place winners being announced in September during National Fruits & Veggies—More
Matters month.
o Added weekly About the Buzz articles focusing on the latest ‘buzz’ about fruits and
vegetables.
2.2: Increase the number of opt-in participants by 8% (to 21,978).
3rd Quarter Results: The total number of opt-in participants has grown to 24,106.
 Approximately 1,400 new participants were added to Q3. On average 1,246 new participants
have opted-in each quarter year-to-date.
2nd Quarter Results: The total number of opt-in participants has grown to 22,691.


Tweaks to the new e-newsletter design continued throughout Q2.
Approximately 1,400 new participants were added during Q2.
1st Quarter Results: The total number of opt-in participants has grown to 21,291.


A new design, look and name were given to the e-newsletter during Q1.
Approximately 940 new participants were added during Q1.
2.3: Increase the number of site referrals by 5% (327) to determine the breadth of industry
support.
3rd Quarter Results: 35 new industry websites are linking to www.FruitsAndVeggiesMoreMatters.org and
sent referrals, totaling 172 new industry websites year-to-date or 147% of goal.

Examples of new website links are:
o American Rice
o CMI Apples
o Deardorff Family Farms
o Eat Smart Nutrition Company
o FT Produce
o
o
o
o
o
Florida Tomatoes
Plum Nutrition
Potato Help
Produce Alliance
Restaurant News
2nd Quarter Results: 78 new industry websites are linking to www.FruitsAndVeggiesMoreMatters.org
and sent referrals; a total of 137 new industry websites or 137% of goal.
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
Examples of new website links are:
o AF Stores
o Agro-Peru
o All Recipes
o AP Peeling Fruit
o Avis Bag
o Back 4 Acres
o Charlie’s Produce
o Cool Fruits
o
o
o
o
o
o
o
o
Daves Garden
Farm to Markets
Greenridge Fruit
JFC melons
Joe and Dals Grocery
McEntire Produce
Pick Texas
Simonian Fruit
1st Quarter Results: 59 new industry websites are linking to www.FruitsAndVeggiesMoreMatters.org and
sent referrals; 113% of goal.

Examples of new website links are:
o Auvil Fruit
o Bahama Food Services
o Central Illinois Produce
o Diamond Fruit
o Edens Juice
o Golden Greek Produce
o HMC Farms
o
o
o
o
o
o
o
Kontos Fruit Co.
Manzanita Berry Farms
Norton Brothers Fruit Farm
Policella Farms
Royal Food Service
Sunnyridge
Victory Garden
Objective 3: Reach moms (and her family) through retail support of the Fruits & Veggies—More
Matters brand.
Performance Goals
3.1: Measure the percent of Fruits & Veggies—More Matters licensed retail members against all
supermarkets (FMI = 35,394), and maintain at 75% licensed.
3rd Quarter Results: The percentage of licensed Fruits & Veggies—More Matters licensed retail members
remained the same in Q3; 65% licensed, representing 22,935 total stores.
 Discussions were held with management at the Wawa and 7-Eleven chains during Q3. Each
c-store chain agreed to keep the door open to future conversations and the possibility of
becoming a licensed donor.
 PBH’s development and marketing staff held discussions during Q3 to identify ways to
allocate additional resources to retail support, inclusive of the Consumer Affairs Directors. A
draft plan is currently being developed with the goal of having a final plan in place by the end
of Q4.
2nd Quarter Results: The percentage of licensed Fruits & Veggies—More Matters licensed retail
members remained the same in Q2; 65% licensed, representing 22,935 total stores.


Preliminary discussions with Wawa (a chain of c-stores in PA, DE, MD, NJ) and 7-Eleven
about becoming a licensed donor occurred during Q2. Discussions are scheduled to continue
during Q3, with the end goal being to secure the companies as licensed donors.
Meredith Auerbach was successful in renewing lapsed donor, Basha’s. She continues to
reach out to current and lapsed retailers to strengthen relationships and discuss ways they can
support the Fruits & Veggies—More Matters brand.
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1st Quarter Results: 65% of all supermarkets are Fruits & Veggies—More Matters licensed retail
members, representing 22,935 total stores.

The decrease of 11% and 2,785 stores from 2009 reported data is due to several factors.
First, five retailers dropped as donors and licensees late in Q4 2009/early Q1 2010: Bi-Lo,
Dierberg’s, HEB, Sunset, and Ukrops and Bashas’ is currently in a lapse status, likely due to
their bankruptcy. Second, A&P stores (445) were double-counted in 2009 as the supermarket
chain was listed as a parent company, which is accurate, but also included in the total store
count for Pathmark (a banner). This miss-count was discovered in reviewing the data and
reports in preparation of this Q1 report, and the system correction has been made. Third,
several supermarket chains and parent companies have closed individual store locations or
closed small banner stores completely thus impacting the total number of licensed stores.
Lastly, FMI adjusted the total store count resulting in an increase from 34,019 total stores to
35,394.

Mitigation Strategy: During the first quarter, PBH hired Meredith Auerbach as a contractor
to focus exclusively on working with our licensed retailers. She will not only focus on
strengthening existing relationships with licensed retailers, but also on bringing back lapsed
retailers and new prospects. PBH has a lot of opportunity in the ‘whole food’ segment with
stores such as Whole Foods and Trader Joe’s, as well as within the c-store segment with large
national chains such as 7-Eleven and big regional chains such as Sheetz and Wawa on the
East Coast who are offering fruits and vegetables as well as other healthy foods and snacks as
main staples in their stores.
3.2: Increase the % of consumer impressions as measured by Leemis by 4% compared to the 2009
total impressions for Fruits & Veggies—More Matters of 2.74 Billion.
3rd Quarter Results: 16.2 million consumer impressions as of September 30, 2010; < 1% of goal.
 The following retailers used the logo in weekly circulars during Q3.
o Baker’s
o Meijer
o Coborn’s
o Piggly Wiggly
o Donelan’s
o Price Chopper
o Food 4 Less
o Price Cutter
o Foodland
o Redners
o Foodtown
o Save Mart
o Hannaford
o Schnucks
o Homeland
o Shoprite
o Key Foods
o Sun Fresh
o King Kullen
o Times Supermarket
o Lowes
o United Supermarket
o Marsh
o Winn Dixie
 In addition to circulars, efforts to monitor in-store signage and promotions also occurred in Q3.
Efforts by Food Lion and Safeway, noted below, delivered 2B impressions alone.
 All Food Lion stores used the logo for in-store signage highlight different growers/suppliers for
their produce departments. Each store received 10 signs and will display all 10 throughout the
calendar year. The display of the signs began in August.
 All Safeway stores used the logo for in-store signage highlighting their Healthy Lunchbox
Solutions promotion supporting the Let’s Move initiative. The promotion began in September.
 A marketing toolkit in support of America’s More Matters pledge was created and made available
to licensed retailers in July. Retailers can download and customize sign templates, the pledge
card, rail strips, and shelf talkers.
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2nd Quarter Results: 6.93 million consumer impressions as of June 30, 2010; < 1% towards goal.

The following retailers used the logo in weekly circulars during Q2.
o Coborn’s
o Price Cutter
o Donelan’s
o Redners
o Foodland
o Save Mart
o Foodtown
o Shoprite
o Homeland
o Sun Fresh
o Key Foods
o Times Supermarket
o King Kullen
o United Supermarket
o Meijer
o Wakefern
o Piggly Wiggly

A marketing toolkit was developed and designed in June and will be posted on-line mid-July to
make it easy for retailers and consumer affairs dietitians to support and promote America’s More
Matters Pledge: Fruit & Veggies…Today and Every Day! Mars Advertising donated graphic
concepts for the effort.
Outreach to retailers about upcoming September month activities began in May and will be more
extensive in July once the tool kit is “live” on pbhfoundation.org. A webinar is scheduled for late
July to discuss the tool kit materials. All tool kit materials will be readily available for anyone to
use and can be customized.
Two in-store promotions agencies (including Mars) have been talking with retailers and their
suppliers about complimentary components to the America’s More Matters Pledge program.
These efforts are independent of PBH but these firms have kept PBH informed of their general
activities.
In addition to the mitigation strategy outlined below and the new retail toolkit materials noted
above, outreach to Leemis will be conducted over the next month to discuss options for capturing
the consumer impressions generated by in-store signage as we know some retailers are using the
logo in this manner over use in weekly ad circulars.



1st Quarter Results: 3.615 million consumer impressions as of March 31, 2010; <1% towards goal.

The following retailers used the logo in weekly circulars during Q1.
o Baker’s
o Meijer
o Coborn’s
o Piggly Wiggly
o Donelan’s
o Price Cutter
o Foodland
o Redners
o Foodtown
o Save Mart
o Homeland
o Shoprite
o Key Foods
o Sun Fresh
o King Kullen
o Times Supermarket
o Lowes
o United Supermarket

Mitigation Strategy – As noted previously, PBH hired Meredith Auerbach as a contractor in the
first quarter to focus exclusively on working with our licensed retailers. One key element of
Meredith’s role is to work with the retailers to incorporate use of the Fruits & Veggies—More
Matters logo in weekly circulars to support the increase in moms recognizing the logo, as well as
the reach to consumers. It is expected that Meredith’s narrowed focus will assist with increasing
the total number of 2010 consumer impressions through circulars throughout the remainder of the
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year. Another factor that can not be mitigated in relation to this particular goal and metric is how
retailers are using the logo. Throughout 2009, in particular during the 2nd half of the year,
several licensed retailers stopped using the logo in their weekly circulars and switched to in-store
signage and POS signage. These impressions are not tracked, nor reported by Leemis. It may be
that our total impressions for Q1 are tracking with previous years, but the ‘vehicle’ or ‘medium’
has switched.
3.3: Increase the number of retail role models to 7 and those nearing role model status (champion)
to 4 as measured by the retail role model criteria.
3rd Quarter Results: The following retailers have met various criterion used to identify retailer role model
and champion status throughout Q3:
o Ahold
o Redners
o Basha’s
o Safeway
o Big Y
o SaveMart
o DeCA
o Schnucks
o Food Lion
o Shoprite
o Hy-Vee
o SuperValu
o Kroger
o United Supermarkets
o Lowes
o Wal-Mart
o Meijer
o Weis
2nd Quarter Results: The following retailers have met various criterion used to identify retailer role
model and champion status throughout Q2:
o
o
o
o
o
o
o
o
Ahold
Associated Wholesale
Big Y
Food Lion
Kroger
Lowes
Meijer
Price Chopper
o
o
o
o
o
o
o
o
Redners
SaveMart
Schnucks
Shoprite
SuperValu
United Supermarkets
Wal-Mart
Weis
1st Quarter Results: While it is too early in the year to determine retailer role model or champion status, a
few retailers are off to a good start through their support of the Fruits & Veggies—More Matters message
during the first quarter:

Food Lion, Kroger, Meijer, SaveMart, Schnucks, ShopRite, and Weis.
3.4: Update the PBH Foundation website according to the production schedule no later than
12/31/10.
3rd Quarter Results: Due to the extensive work associated with preparing the new pages and functionality
for America’s More Matters pledge and the Fruit & Veggie Happenings database, it was decided to move
the remaining work associated with updating the PBH Foundation website to 2011.
2nd Quarter Results: The updated design and navigation were approved during Q2. Needed edits to
existing copy and content, and areas where new content needs to be written were also identified during
the second quarter. The editing and writing of content is planned for Q3. Given the extensive
enhancements and additions planned for www.FruitsAndVeggiesMoreMatters.org in support of
America’s More Matters Pledge, the PBH Foundation website will likely not be completely updated until
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sometime in the first quarter of 2011. See objective 2:1 for details on the enhancements and additions to
the website.
1st Quarter Results: Internal meetings have been held to discuss the desired functionality, navigation, and
overall look and feel of the updated PBH Foundation website during the first quarter. All of the current
sections, pages, and content on the website were also reviewed and discussed to determine the type of
information that needed to be kept, removed, and updated. A review of the draft, updated design and
navigation plan is scheduled for early Q2.
Objective 4: Reach moms (and her family) through grower/shipper/processor (inclusive of FS
operators and cross promotion partners) support of the Fruits & Veggies—More Matters brand.
Performance Goals:
4.1: Increase the percent of licensees compared to the number of 2009 licensees by 4%, excluding
retailers, from 314 to 326 licensees.
3rd Quarter Results: 314 Fruits & Veggies—More Matters licensees
 Six new licensees were obtained during the 3rd quarter:
o Applesnapz USA Inc.
o Enza Zaden North America, Inc.
o Maverick Brands, LLC
o Morita Produce Company & Nuthouse
o Subway Franchise World Headquarters
o Youth Connection, LLC
2nd Quarter Results: 308 Fruits & Veggies—More Matters licensees

Six new licensees were obtained during the 2nd quarter:
o Agroeden Cia, LTDA
o Crown Poly, Inc.
o Frey Farms Produce, LLC
o MamaMia Produce, LLC
o Michigan Celery Promotion Cooperative, Inc.
o Yucatan Foods
1st Quarter Results: 302 Fruits & Veggies—More Matters licensees

The total number of current FVMM licensees (excluding retailers) decreased at the end of Q1 due
to two factors. First, seven (7) 2009 licensees are no longer licensees as of 3.31.10 due to going
out of business or reorganization (Eurofresh, Kagome, Salyer) or merging (Dovex, W.P. Signs,
Fresh Express) with an existing licensee. One former licensee has chosen not to work with PBH
(Amport Foods). Second, three retailers were mistakenly included in the 2009 list of FVMM
licensees totaling 314, as were CDC and Ogilvy Public Relations who are not licensees.

Two new licensees were obtained during the 1st quarter:
o Epsen Hillmer Graphics Co.
o Fundacion Proagroin ZN
4.2: Increase the total number (1,803) of different products (SKU’s) with brand on packaging or
PLU stickers by 17% (300 new for a total of 2,103).
3rd Quarter Results: 78 new labels were approved during Q3. 169 have been approved for the year for a
total of 1,972 labels carrying the Fruits & Veggies—More Matters logo; 56% towards goal.
12

Examples of newly approved packages/items are:
o Hy-Vee private label canned apricot halves, sliced peaches, pear halves, fruit cocktail
and diced tomatoes
o Mariani sliced apples, breakfast prunes, and raisin packages
o Maverick brand grape, berry, and apple squeezers
o McDonald’s Happy Meal informational stuffers
o Naturipe cranberries and blueberries
o Schnucks private label fruit cocktail and chunky mixed fruit
o Snaps apple crisps with cinnamon
o Stemilt apples
o Western Family Foods frozen broccoli, cauliflower, corn, lima beans, mixed
vegetables, peas & carrots, chopped kale, spinach, okra, chopped mustard greens,
onions, and butter beans.
2nd Quarter Results: 43 new labels were approved during Q2 for a total of 1,899 labels carrying the
Fruits & Veggies—More Matters logo; 30% towards goal.

Examples of newly approved packages/items are:
o Chelan Fresh apple packages
o Frey Farms potato packages
o Greenery Produce USA – kiwi tray, and produce box display bins
o Hy-Vee private label frozen sweet cut corn, mini corn on the cob, and sweet cut
golden corn packages
o Libby’s no sale, no sugar added cut green beans, French style green beans, whole
kernel sweet corn, and sweet peas cans
o LGS Specialty Sales darling clementines net bags
o Mariani mixed fruit and pitted dates packages
o Michigan Celery Promotion Cooperative celery sleeves
o Schnucks canned mushrooms (various varieties)
o Stop & Shop private label raisin, prune, plums, nectarines, and peaches packages
o Tree Top 100% apple juice
1st Quarter Results: 48 new labels were approved during Q1 for a total of 1,851 labels carrying the Fruits
& Veggies—More Matters logo; 16% towards goal.

Examples of newly approved packages/items are:
o McDonald’s apple dippers
o AgroAmerica pineapple box
o Gills Onions tri-color peppers and onion packages
o Kroger shredded carrots, carrot chips, whole carrots, and peeled baby carrots private
label packages
o Mariani dried mixed fruit and pitted plums packages
o Schnucks frozen mini ears of corn on the cob and frozen whole kernel corn private
label packages
o Topco frozen mixed vegetables and sweet peas packages
o Weis Markets, various varieties of frozen vegetables private label packages
13
4.3: Work with 5 cross promotion partners during 2010.
3rd Quarter Results: During Q3 we worked with 2 cross promotional partners: Schoolmenu.com
(continuation from Q2) and Welch’s on the PACK program. Year-to-date we have worked with 6 cross
promotional partners.


Schoolmenu.com: Continued to provide information related to PBH’s fruit and vegetable of
the month (nutrition information and tips on selection, storage and use), the PACK program,
and America’s More Matters pledge.
Welch’s: Collaborated with Welch’s on the PACK program.
o Updated the program materials and downloadables documents.
o Co-wrote and distributed a press release to trade, consumer and educator media
outlets.
o Welch’s distributed an email blast about the program to 2,000 RDs and 9,660
school nurses in 29 states. The email was opened by 426 RDs and 90 clicked
through to the Fruits & Veggies—More Matter website where the PACK
materials are located. Of the school nurses, 4,100 opened the email (43% open
rate), and 1,362 clicked through.
o Placed the updated PACK materials on the PBH Foundation and Fruits &
Veggies—More Matters websites.
2nd Quarter Results: During Q2 we worked with 3cross promotional partners: American Osteopathic
Association, Schoolmenu.com and USA Water Polo, Inc., bringing the year-to-date total to 5 cross
promotional partners or 100% of goal.

American Osteopathic Association: The AOA is a member association representing more
than 67,000 osteopathic physicians (DOs). These physicians have a very holistic approach to
medicine and are open to incorporating multiple disciplines in their treatment of patients. In
an effort to reach physicians who are interested in prevention, PBH has been talking to this
association. AOA has agreed to link to one ore more of PBH’s websites; use PBH education
materials for their own needs (such as consumer columns, recipes, tool kits, catalog), and to
let their members know about our consumer research.

Schoolmenu.com: Schoolmenu.com works with school districts across the country to post
elementary, middle and high school menus on their website, including the nutritional content
of the items served. The site is provided free and can be customized for each individual
school within the district. Work is currently underway on an updated website to be launched
this fall featuring a new look, improved “user-friendly” navigation, and lots of fruit and
vegetable nutrition information. PBH is collaborating with the creators of schoolmenu.com
to provide fruit and vegetable information, content, links, and downloadables. PBH will be
listed as a sponsor on the site as part of the collaboration. Going forward, PBH will submit
information on our fruit and vegetable of the month and other fruit and vegetable related
information.

USA Water Polo, Inc.: USA Water Polo, Inc. is a not-for-profit corporation that serves as the
national governing body for the sport of water polo in the United States under authority of the
United States Olympic Committee. This organization has used some of PBH’s materials,
including recipes (with new water polo sport names) and consumer columns, in e-mail
newsletters to their own members. They also linked to the PBH public service
announcements in May.
14
1st Quarter Results: As of March 31, 2010 we’ve worked with 2 cross promotional partner; Strawberry
Shortcake and Swardlick Marketing/Frozen Wild Blueberries.

Strawberry Shortcake - Developed a downloadable marketing toolkit for May, National
Strawberry Month, including consumer columns, recipes, tips on the selection, storage and
use of strawberries, ad slicks, and sign templates for use by retailers, growers, shippers,
processors, and educators. An 8-page small activity and coloring book was also developed,
printed, and 100 each will be sent to all licensed retailers for distribution to consumers in
May. PBH also acted as a liaison and distributed an informational email to all retailers about
working directly with Strawberry Shortcake, if interested, on a promotion.

Swardlick Marketing/Frozen Wild Blueberries – Developed a radio PSA focusing on the
importance of healthy eating, how all forms of fruits and vegetables can help one eat
healthfully, and used frozen wild blueberries as an example of a ‘healthful’ fruit. The PSA
will begin to air in May/June in; :15, :30, and :60 second segments.
4.4: Increase the number of non-retailer role models from the grower/shipper/processor group
(measuring depth of brand support) to 7 role models and 4 champions.
3rd Quarter Results: The following 34 companies have met various criterion used to identify non-retailer
role model and champion status through Q3:
 Alberto-Culver Specialty Brands
 Green Giant Frozen and Canned Foods
 Bayer Crop Science
 Grimmway Farms
 Bush Brothers & Company
 Growers Express, LLC
 C.H. Robinson
 McDonald’s
 California Avocado Commission
 Monsanto Vegetable Seeds
 Chelan Fresh Marketing
 Naturipe Farms
 Chilean Fresh Fruit Association
 Pear Bureau Northwest
 ConAgra
 Pennsylvania Apple Marketing Program
 Del Monte Foods
 Phillips Mushroom Farms
 Del Monte Fresh Produce
 Rainier Fruit Company Inc.
 Dole Food Company
 Seneca
 Domex Superfresh Growers
 Stemilt
 Duda Farm Fresh Foods Inc.
 Sun-Maid Growers of California
 Gills Onions
 Swardlick Marketing Group
 Giorgio Mushrooms
 The Oppenheimer Group
 Giumarra
 The Walt Disney Company
 Golden Sun Marketing
 Welch’s
2nd Quarter Results: The following non-retailers have met various criterion used to identify non-retailer
role model and champion status throughout Q2:
 Alberto-Culver Specialty Brands
 Del Monte Fresh Produce
 Bayer Crop Science
 Dole Food Company
 Bush Brothers & Company
 Duda Farm Fresh Foods Inc.
 C.H. Robinson
 Gills Onions
 California Avocado Commission
 Giumarra
 Canned Food Alliance
 Giorgio Mushrooms
 Chelan Fresh Marketing
 Golden Sun Marketing
 ConAgra Foods
 Green Giant Frozen and Canned Foods
 Del Monte Foods
 Grimmway Farms
15







McDonald’s
Monsanto Vegetable Seeds
Naturipe Farms
Pear Bureau Northwest
Phillips Mushroom Farms
Produce Marketing Association
Rainier Fruit Company Inc.







Seneca
Stemilt
Sun-Maid Growers of California
Swardlick Marketing Group
The Oppenheimer Group
The Walt Disney Company
Welch’s
1st Quarter Results: While it is too early in the year to determine non-retailer role model status, the
following companies are off to a good start through their support of the Fruits & Veggies—More Matters
message during the first quarter.

C.H. Robinson, Chelan Fresh Marketing, Gills Onions, Giorgio Mushrooms, McDonald’s,
Seneca, Stemilt, and Welch’s
4.5: Outline and implement a plan to engage 1-2 foodservice distributors/suppliers to place
nutrition education information in the schools they service/supply.
3rd Quarter Results: Initial outreach to the five identified foodservice companies occurred during the
PMA Foodservice conference and has continued through Q3. It is an education process as the companies
view PBH as working with and supporting only supermarket retailers. The orienting and education
process will continue throughout Q4.
2nd Quarter Results: During Q2, five dominate foodservice companies were identified as target donor
companies. Initial outreach to these companies will occur during the PMA Foodservice conference
scheduled for the end of July.
1st Quarter Results: This goal and metric was incorporated into the business plan as a result of the
strategic planning session held in February 2010. As this session was then followed by final preparations
for PBH’s annual Board of Trustees meeting and Dinner Auction fundraiser, work did not begin in Q1 but
will commence in Q2.
Objective 5: Reach moms (and her family) through increased state and national public health
partner support of the new Fruits & Veggies—More Matters brand.
Performance Goals:
5.1: Maintain CDC as Champion status (measuring “depth” of brand support).
3rd Quarter Results: To date, no partner has reached role model status but CDC and the Council of Fruit
& Vegetable Nutrition Coordinators continue to show strong support for the brand.

The American Dietetic Association joined the National Fruit & Vegetable Alliance and the
American Heart Association re-engaged in the Alliance after not participating actively for
almost 2 years.
2nd Quarter Results: To date, no partner has reached role model status but CDC and the Council of Fruit
& Vegetable Nutrition Coordinators show strong support for the brand.

PBH continues to work with the White House and members of the DNPAO branch of CDC in
discussions with Michelle Obama’s Let’s Move initiative. CDC co-chairs the National Fruit
& Vegetable Alliance that met with the White House in May. An outline of Let’s Move
activities can be found on page 17 of this report.
16



CDC released “The CDC Guide to Fruit & Vegetable Strategies to Increase Access,
Availability and Consumption.” This guide offers suggestions to states on how to promote
food policy councils as a means to improve the environment at local levels; how to ensure
ready access to fruits/veggies in worksite foodservice and in food offered at meetings/events;
how to establish policies to incorporate fruit/veggies into school activities and emergency
food programs. Throughout the guide, they give states ideas about how they can use Fruits &
Veggies—More Matters messaging in each of these venues.
PBH spoke at the May conference call for state fruit and vegetable nutrition coordinators
about the Gen X Mom and NPD research. PBH provided a White House Let’s Move update
for state coordinators at their June meeting in Baltimore. PBH is slated to speak on the
August conference call for state fruit and vegetable nutrition coordinators to provide another
update for them about September activities.
CDC continues to provide training on brand licensing to state coordinators as needed.
1st Quarter Results: To date, no partner has reached role model status but CDC continues to show strong
support for the brand.





Larry Grummer-Strawn, CDC, spoke during PBH’s annual Board of Trustees meeting.
PBH is working with members of the DNPAO branch of CDC to incorporate the Fruits &
Veggies—More Matters message into the Let’s Move initiative. Currently
fruitsandveggiesmatter.gov is a link on the Let’s Move website.
CDC worked with PBH regarding messaging and state coordinator involvement for March
National Nutrition Month.
CDC continues to provide training on brand licensing to state coordinators as needed.
PBH is slated to speak at the May meeting of the state coordinators, and will participate in the
state coordinator meeting in June following the Association of State & Territorial Public
Health Nutrition Director’s (ASTPHND) annual meeting.
5.2: Measure level of engagement by states by establishing a tracking mechanism.
3rd Quarter Results: Information about America’s More Matters Pledge and the new Fruit & Veggie
Happenings database was shared with all state coordinators in early Q3. Four states shared information
with us on how they specifically supported the pledge and Fruits & Veggies—More Matters month.
 Arizona – Included mention of the pledge and a link to the online pledge in their opt-in emails
throughout September.
 New Jersey – Included an article about the pledge, the database, and Fruits & Veggies—More
Matters month in their September e-newsletter.
 South Carolina - Shared the information with the Eat Smart Move More coalition in SC and the
worksite wellness coordinator for the Division of Heart Disease & Stroke Prevention.
 Utah – Sent information on the pledge to schools and health department within the state.
2nd Quarter Results: Due to other priorities, the level of work anticipated for this goal during the 2nd
quarter was not completely accomplished, however additional work did occur. A PBH staff member,
Sharese Alston, was identified to fill a liaison role between PBH and the State Fruit and Vegetable
Nutrition Coordinators. Sharese will act as the ‘go-to person’ for each coordinator to handle inquiries,
questions, provide information and updates on marketing and education toolkits, PBH and Fruits &
Veggies—More Matters news, etc. The liaison role will help to know what states are doing to support the
brand, and in turn help us to track their level of engagement.
1st Quarter Results: Initial discussions occurred during Q1 on how to go about establishing a tracking
mechanism to measure level of state engagement. Further discussions are slated for Q2.
17
5.3: Increase the number of site referrals to the fruitsandveggiesmorematters.org website from
states & public health partners (.gov and .org) by 5% to 1,014.
3rd Quarter Results: The number of site referrals to the FruitsAndVeggiesMoreMatters.org website from
.gov and .org sites through the third quarter is 1,092; 108% of goal.


The average time on the site from .gov sources was 4:14 and 3:73 from .org sources. Both
averages are significant increases from Q2.
The top 10 sources for .gov and .org are as follows:
.Gov
.Org
fruitsandveggiesmatter.gov
helptrackmychanges.org
health.utah.gov
childrenshospital.org
clintoncounty.gov
rrnetwork.org
dhss.mo.gov
cardiovision.org
w3.michigan.gov
growhappykids.org
healthysc.gov
usd416.org
hrsa.gov
marionhealth.org
media.alabama.gov
ageducate.org
msdh.ms.gov
ldchealth.org
ok.gov
curriki.org
2nd Quarter Results: The number of site referrals to the FruitsAndVeggiesMoreMatters.org website from
.gov and.org sites through the second quarter is 991; 52% towards goal of a 5% increase.


The average time on the site from .gov sources was 3:43 and 3:55 from .org sources. Both
averages are increases from Q1.
The top 10 sources for .gov and .org are as follows:
.Gov
.Org
fruitsandveggiesmatter.gov
helpguide.org
healthymeals.nal.usda.gov
dashdiet.org
fnic.nal.usda.gov
avocado.org
doh.wa.gov
healthsmartva.org
kingcounty.gov
wichealth.org
snap.nal.usda.gov
cumbavab.org
mass.gov
cancer.org
Oregon.gov
ageducate.org
Dhh.louisiana.gov
eufic.org
Agr.georgia.gov
uen.org
1st Quarter Results: The number of site referrals to the FruitsAndVeggiesMoreMatters.org website from
.gov and .org sites in the first quarter is 975; 19% towards goal of a 5% increase.


The average time on the site from .gov sources was 3:37 and 3:26 from .org sources.
The top 10 sources for .gov and .org are as follows:
.Gov
.Org
fruitsandveggiesmatter.gov
dashdiet.org
healthymeals.nal.usda.gov
helpguide.org
fnic.nal.usda.gov
walkkansas.org
mass.gov
healthsmartva.org
doh.wa.gov
cancer.org
oregon.gov
wichealth.org
18

agr.georgia.gov
cumbavab.org
kingcounty.gov
uen.org
cdc.gov
eufic.org
dhh.louisiana.gov
unitedfresh.org
Visitors from .gov and .org sources viewed an average of 6 pages while on the site.
Objective 6: Reach moms (and her family) with educational materials through educators, health
professionals and schools.
Performance Goals:
6.1: Increase the number of impressions by 5% (15.38 M) from catalog efforts earned in 2009
(14.65 M).
3rd Quarter Results: Total impressions for Q3 is 5.45 million; a total of 14.45 million or 94% towards
goal.
2nd Quarter Results: Total impressions for Q2 is 5.58 million; a total of 9.145 million or 59% towards
goal.
1st Quarter Results: Total impressions for Q1 is 3.65 million; 23% towards goal.
6.2: Increase the number of FVMM educational products sold to educators and health professionals
by 3% ($1,967,610) earned in 2009 ($1,910,301).
3rd Quarter Results: The amount of FVMM educational products sold to educators and health
professionals in Q3 is $725,126; $1.767 million or 90% towards goal.
 The catalog sales team attended the National Extension Association of Family & Consumer
Sciences (NEAFCS) tradeshow.
 In November, the catalog sales team will attend NAEYC (National Association for the Education
of Young Children) and ADA (American Dietetic Association).
2nd Quarter Results: The amount of FVMM educational products sold to educators and health
professionals in Q2 is $609,584; $1.042 million or 55% towards goal.
 In April the PBH catalog sales team attended, for the first time, the annual NAPNAP (National
Association of Pediatric Nurse Practitioners) conference and tradeshow.
 In September the team will attend NEAFCS (National Extension Association of Family &
Consumer Sciences.)
1st Quarter Results: The amount of FVMM educational products sold to educators and health
professionals in Q1 is $432,971; 22% towards goal.
19
Objective 7: Reach Moms (and her family) through the media.
Performance Goals:
7.1: Increase the number of impressions captured during the annual media analysis by 5%
(107.9M).
3rd Quarter Results: Through the end of the third quarter, cumulative print impressions totaled 61.6
million; 57% of goal.
 A consumer column on celery was released during Q3, helping to boost cumulative impressions
year-to-date.
 PBH worked with Swardlick Marketing on a PSA about frozen wild blueberries and the all forms
count message. The PSA campaign ended in Q3, generating over 31M impressions.
 PBH and Fruits & Veggies—More Matters were mentioned in press releases from two donors,
helping to boost cumulative impressions. The first mention was in Safeway’s release ‘Safeway
Lunchbox Winners Inspired by Michelle Obama” and the second in The Walt Disney Company’s
release ‘Disney Launches Magic of Healthy Living’
 A half-page ad promoting America’s More Matters pledge and an editorial appeared in an insert,
A Hunger Free America, in the September 17th edition of USA Today, generating over 1.1M
impressions. The insert was placed in copies of the 9.17.10 USA Today paper in the following
major markets:
o Atlanta
o Baltimore
o Cleveland
o Dallas
o Houston
o New Orleans
o New York
o Washington DC
 In September, two releases were issued on PR Newswire. The first release announced the instore and online pledge campaign, America's More Matters Pledge: Fruits & Veggies . . . Today
and Every Day! This release generated more than 149M on-line media impressions. The second
release outlined the difference in fruit and vegetable consumption levels between demographic
groups (i.e., young children, teens). This release generated more than 80M on-line media
impressions. Note: To date the only media impressions that have been tracked and measured are
for print outlets. The 2010 goal of earning 107.9M media impressions is exclusive of on-line
media impressions, therefore, the 229M on-line media impressions earned from the two releases
on PR Newswire are not included in the Q3 numbers. (Of note, a third release in early October
on fruit and vegetable restaurant trends has reached 75M on-line media impressions.)
 During Q4, PBH will release three research reports: Gap Analysis, National Action Plan with
Scorecard, and State of the Plate.
 Media outlets running stories about PBH and/or Fruits & Veggies—More Matters include:
o Des Moines Register
o KLFY
o Fox 44
o The Herald-mail
o Harrison News Herald
o The Packer
o Jasper County Advertiser
o The Produce News
o K10 ABC
o Tri-county Herald
o KFVS-12
o USA Today
20
2nd Quarter Results: Through the end of the second quarter, cumulative impressions totaled 27.1 million;
25% of goal.
 Total impressions for Q2 were equal those of Q1, effectively doubling our total impressions.
 Two consumer columns will be released during Q3; one at the end of July and the other in midAugust. Historically, the consumer columns written by PBH have performed well and generated
millions of impressions. Work is underway to secure 1-2 additional consumer column
sponsorships by the end of 2010.
 PBH has been moving forward to have the National Action Plan report card completed in time for
a September announcement if needed. Whether or not it is released largely depends on what the
other Alliance members think of it when they review it in August and whether or not there are
other media events with the White House in September.
 The first draft of the “gap analysis” – whether government’s spending priorities are consistent
with health priorities – was received end of Q2. Final revisions are expected in August and this
report could also be released in September or held until early 2011 (after election and closer to
Farm Bill discussion time). Some key points from this report have been included in the National
Action Plan report card.
 Media outlets running stories about PBH and/or Fruits & Veggies—More Matters include:
o ABC 22
o Killeen Daily Herald
o ABC 27
o KLFY
o Bristol Bay Times
o KWQC-TV 6
o Cosmopolitan.com
o Orangevale Sun
o Des Moines Register
o Produce Industry Insider
o Diets in Review.com
o Progressive Grocer
o Forbes.com
o Salt Lake Tribune
o Fox 14
o Supermarket News
o Fox28.com
o The Packer
o Fox 44 news
o The Sentinel
o FreshPlaza.com
o Toledo Blade
o Healthcheck
o WAAY-TV
o JournalNow.com
o WRIC ABC 8
1st Quarter Results: Through the end of the first quarter, cumulative impressions totaled 13.2 million;
12% of goal.
 The PBH team has been working diligently throughout Q1 2010 to issue a constant flow of press
releases, as well as concentrate more resources on our blogging and internet social marketing
efforts.

Media outlets running stories about PBH and/or Fruits & Veggies—More Matters include:
o About.com
o Progressive Grocer
o Diets in Review.com
o Salt Lake Tribune
o FreshPlaza.com
o Supermarket News
o Fox28.com
o The Packer
o Healthcheck
o The Sentinel
o JournalNow.com
o Toledo Blade
o KWQC-TV 6
o WRIC ABC 8
o Produce Industry Insider
21
7.2: Maintain high favorability rating (63-65) in media coverage conducted by CARMA.
1st Quarter Results: This information is provided by CARMA and will be available at the end of 2010.
7.3: Maintain high favorability rating (84% of conversations are positive or neutral) in Fruits &
Veggies—More Matters conversations occurring on-line.
1st Quarter Results: This information is provided by CARMA and will be available at the end of 2010.
7.4: Maintain rating (45%) of core messages being captured in the media.
1st Quarter Results: This information is provided by CARMA and will be available at the end of 2010.
7.5: Increase the amount of internet/blog “buzz” about fruits and veggies/FVMM by 10% (688).
3rd Quarter Results: A total of 159 blogs have been written about fruits and veggies/FVMM during Q3; a
total of 421 or 61% towards goal.
 In terms of ‘buzz’ as it relates to our social media efforts, we have 1,000 fans on our Fruits &
Veggies—More Matters Facebook page and close to 3,000 followers on Twitter.
2nd Quarter Results: A total of 130 blogs and “buzz” have been written about fruits and veggies/FVMM
during Q2; a total of 262 or 38% towards goal.
 Preparation for expanded social media efforts is underway to support September’s Fruits &
Veggies—More Matters month and the print and on-line pledge effort: America's More Matters
Pledge: Fruits & Veggies . . . Today and Every Day!
1st Quarter Results: A total of 132 blogs and “buzz” have been written about fruits and veggies/FVMM
during Q1; 19% towards goal.
Goal II: National Action Plan Monitoring.
Objective 1: Update National Action Plan
Performance Goals:
1.1: Update and disseminate the National Action Plan by 12.31.10.
3rd Quarter Results: The National Action Plan 2010 Report Card has been completed, along with an
executive summary. The report card will be released by the National Fruit & Vegetable Alliance
(NFVA), with PBH taking the lead, via a tele-briefing the week following the November 8 media briefing
in Boston. An agreement with the White House on a salad bar campaign also seems to be in place, with
an announcement likely to be in early 2011.
2nd Quarter Results: PBH was among several members of the National Fruit & Vegetable Alliance
(NFVA) who met with several key advisors and senior staff members of the First Lady's Let's Move
Initiative at the White House in May. Some activities resulting from discussions included pairing Let’s
Move with Fruits & Veggies—More Matters in an in-store and online pledge campaign, America's More
Matters Pledge: Fruits & Veggies . . . Today and Every Day! Also, an activity exchange page added to
www.FruitsAndVeggiesMoreMatters.org will provide an opportunity to highlight successful local
fruit and vegetable activities and efforts to increase fruit and vegetable consumption. One additional
effort surrounding salad bars is currently in discussion with the White House. Multiple conference calls
and conversations about this effort have occurred over the summer. All activities are expected to launch
in September as part of Fruits & Veggies-More Matters month and then continue for several months.
22
PBH outreach effort to other organizations for participation with the NFVA have been put “on hold”
while this White House effort is underway. PBH has begun to reach out to these organizations with
whom we met in Q1 to get them involved with PBH and Fruits & Veggies—More Matters (instead of the
NFVA), while waiting for NFVA decisions. The NFVA has also prioritized activities in the National
Action Plan. Ultimately, NFVA member invitations may go only to those entities that help support the
three priority areas. These priority areas were more fruits/vegetables on menus, more salad bars in
schools, and a consistent core communications and policy change campaign.
1st Quarter Results: As of March 31, 2010, all known available metrics to compare changes since the
National Action Plan was developed in 2005 have been collected. Priority setting and invitations to other
potential partners to join PBH in the National Fruit & Vegetable Alliance are next steps. Six visits
occurred with organizations in March; all of whom would be interested in participating in the Alliance.
While a dissemination date for the National Action Plan Scorecard is being considered for September
2010, there is concern that fall elections may overshadow any announcement and that it might be best to
release the scorecard after the new Congress has been elected. Further discussions will occur in Q2.
1.2: Identify/mobilize an ad hoc and/or research advisory group.
3rd Quarter Results: PBH continues to monitor issues and post information on the Fruits & Veggies—
More Matters website for consumers in a timely manner.
2nd Quarter Results: In order to free up resources to work with the White House Let’s Move effort, the
contractor that was hired in 1st Quarter to help monitor newsworthy research was released three months
later in 2nd Quarter. The contractor was also not finding information that was much different from
PBH’s communications staff, so this seemed to be the best place to make a shift in resources. Staff
continues to monitor issues and post information on PBH and Fruits & Veggies—More Matters websites
in a timely manner.
For example, PBH distributed consumer press releases in Q2 to showcase how fruits and veggies are low
in sodium (following the release of the IOM Sodium report and recommendations.) We also highlighted
the correlation noted in the F as in Fat report that states with the heaviest consumers are also states with
the lowest fruit/vegetable consumption.
While PBH did not issue consumer press releases, we did write About the Buzz columns for the consumer
website about two pesticide issues and distributed them through the mom e-newsletter. One column was
about a research paper linking pesticide residue with ADHD in children; the other was about organics and
came on the heels of the Environmental Working Group’s Dirty Dozen report. PBH also participated in
three webinars sponsored by the Alliance for Food & Farming, which issued a report in response to the
Dirty Dozen report. PBH’s role was to emphasize health benefits of fruits and vegetables and to share
consumer insights.
1st Quarter Results: A contractor has been hired to survey the research environment and keep watch for
‘soon to be released’ research and newly released research pertaining to fruits and vegetables. A process
has been established between the contractor and internal staff of PBH so a press release is issued and
posted on the PBH and FVMM websites within a 24-hour period.
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Goal III: Secure sustainable funding source for PBH.
Objective 1: Expand funding sources to sustain the annual operating budget.
Performance Goals:
1.1: Secure $2.0 million (excluding campaign contributions) in annual contributions, special events,
sponsorships and in-kind donations from the industry.
3rd Quarter Results: As of September 30, 2010 $1,281,548 has been secured from the industry (not
counting campaign dollars); 64% towards annual goal of $2,000,000.
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Annual Contributions: A total of $766,620 in annual contributions was received in Q3; 66%
toward annual goal of $1,168,500.
2010 Sponsorships: A total of $235,208 in 2010 sponsorships was received in Q3; 85% toward
annual goal of $276,000
In-kind: A total of $100,138 in in-kind donations was received in Q3; 97% toward annual goal
of $103,000.
New/Dropped Donors. 28 organizations joined or rejoined PBH through Q3 for a total of
$86,520 in new donations for 2010. They include:
o Agroeden Cia, LTDA
o Naturipe Farms LLC
o Alsum Produce, Inc.
o NewStar Fresh Foods L.L.C.
o Applesnapz USA Inc.
o Nonpareil Corporation
o Better Bags, Inc.
o Pasquinelli Produce Co.
o C.L. Henderson Produce
o Progressive Produce
Company
Corporation
o Carlson AirFlo Merchandising
o Southern Specialties
Systems
o Stahlbush Island Farms, Inc.
o Enza Zaden North America, Inc.
o Subway Franchise World
o Epsen Hillmer Graphics Co.
Headquarters
o Frey Farms Produce, LLC
o Sun World International, LLC
o Fundacion Proagroin ZN
o The Walt Disney Company
o Grocer's Supply Produce
o Toyota Motor Sales, USA Inc.
Company
o U.S. Apple Association
o Growers Express, LLC
o Western Precooling Systems
o Healds Valley Farms, Inc.
o Yucatan Foods
o Maverick Brands, LLC
Lapsed Donors: 6 more lapsed organizations renewed in Q3.
o C.L. Henderson Produce Co.
o JC Beansprouts
o Columbine Vineyards
o Rigby Produce
o Healds Valley Farms
o TexaSweet Citrus Marketing
Streaming Videos: Approximately 100 new organizations were identified and approached for
sponsorship. Outreach is ongoing and will continue throughout the year.
2011 Sponsorships: The sponsorship brochure outlining PBH’s 2011 sponsorship opportunities
was developed and distributed to numerous active donors and prospects. We have received
commitments for support in 2011 from:
o Bayer CropScience
o PMA
o Syngenta
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20th Anniversary: New sponsorship levels ranging from Platinum ($20,000) to Friend ($1,000)
were developed for the annual meeting, golf tournament and dinner/auction. Discussions are
underway with numerous active and potential sponsors to secure their support for this event. In
total more than 500 organizations have received information regarding this event to-date and
more will be approached. We have received commitments from:
o PMA
o Chelan Fresh Marketing
20th Anniversary Publication: Vance Publishing has committed to a 16 page special publication
to be released in time for PBH’s 20th Anniversary celebration.
2011 Research Agenda: Outreach to secure funding for five research programs is now
underway. Commitments to support this have been received from:
o Bayer
o PMA
Donor Marketing & Outreach Committee (DMO) Peer-to-Peer Outreach: The DMO has 15
members who have been supporting Peer-to-Peer outreach in 2010. Approximately, 70 donors
were selected by committee members so they could be thanked for supporting PBH.
Executive Committee letters: The Executive Committee sent out letters and information to
more than 40 companies asking them to become board level donors. Outreach continues to the
companies listed below by both board members and staff including follow-up with those
companies during the PMA Foodservice and Fresh Summit conferences.
Allens Inc.
o DNE World Fruit
o Torrey Farms, Inc.
Applebee’s
Sales
o Tree Top
International
o JS Store Fixtures
o Northbay Produce
Bally’s Total Fitness
o Darden Restaurants
o Oneonta
BC Hothouse.
o Denny’s Corporation
o Pandol Brothers, Inc.
BJ’s Wholesale
o Mastronardi Produce
o Sinclair
Burger King
o Nash Finch
o Sunworld
Caito
o National Watermelon
o Trinity Fruit
Costa Fruit & Produce
Promotion Board
o UniFruiti
Company
o To-Jo Mushrooms
o William Kopke
D’Arrigo of California
o YUM! Brands
o PRO*ACT, LLC
o Lakeside Foods Inc.
Maximizing Donor Benefits: Outreach was conducted to all Board of Trustee members
($10,000+ donors) encouraging them to maximize the donor benefits they receive from PBH that
correspond to the level of support each provides. These benefits included
o Company name and/or commodity featured on the home page of the Fruits &
Veggies-More Matters consumer site for one month.
o Commodity featured in a Fruit & Veggie “Feature of the Month” press release.
o Your company name and consumer website referenced in the 2011 PBH Nutrition
Education Catalog.
o Hotlink to company consumer web site from
www.fruitsandveggiesmorematters.org so consumers seeking additional
information can readily access it.
o Commodity featured in bi-weekly “Keeping Moms Informed” newsletter.
Meetings: Major meetings attended during Q3 included:
o Florida Fruit and Vegetable Association
o PMA Foodservice Conference
o UFPA’s Washington Public Policy Conference
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2nd Quarter Results: As of June 30, 2010 $1,058,646 has been secured from the industry (not counting
campaign dollars); 53% towards annual goal of $2,000,000.
Supporting Information
 Annual Contributions: A total of $584,000 in annual contributions was received in Q2; 50%
toward annual goal of $1,168,500.
 Major Donors: In Q1, Taylor Farms, Seneca, PMA, and two other companies (who would rather
remain anonymous) pledged to increase their contributions to $50,000/year for each of 5 years.
They join Stemilt, Paramount Farms, and Syngenta at this level. Disney pledged and paid
$35,000 in Q2, although an announcement has not yet been made about this.
 In-kind: In-kind contributions through Q2 are $90,789, 88% toward annual goal of $103,000.
Examples of in-kind donations include dinner auction items, comp attendance at meetings and
conferences and marketing services.
 Sponsorships: Total revenue received to date for 2010 sponsorships, including annual meeting, is
$221,244; 80% toward annual goal of $276,000.
 Dinner/Auction: Total revenue received from ticket sales, sponsorships, and auction purchases in
2010 is $154,384; exceeding the annual goal of $140,000 by 10%.
 Donor Marketing & Outreach Committee (DMO) Peer-to-Peer Outreach: The DMO committee
continues peer-to-peer (P2P) outreach to donors to thank them for their donation and discuss what
motivates them to continue supporting PBH. More than 65 companies have been contacted since
this outreach was initiated. The committee members are currently choosing the next round of
PBH donors to contact starting in July. The feedback received from the Peer-to-Peer Outreach
has been valuable and allowed PBH to better respond to donor needs.
 New Donors. Eight new donors have joined PBH through Q2.
 Lapsed and Dropped Donors. Appeals to lapsed and dropped annual donors have resulted in 16
renewals from lapsed donors and 7 renewals from dropped donors. An additional five companies
have requested invoices and PBH is awaiting payment. Outreach continues to both these groups.
 Streaming Videos. A sponsorship appeal to more than 175 donors and prospects identified from
the Top 100 Growers and various commodity boards was distributed. Follow-up continues and
support for Apples and Broccoli has already been received.
 Role Model and Champion Awards. An appeal was sent to all active PBH donors with Fruits &
Veggies—More Matters licenses along with criteria, examples of how to qualify and each
company’s current Role Model or Champion status. In response to the appeal, companies like
Duda and Del Monte Fresh have begun to work toward qualification of this award by
incorporating the Fruits & Veggies—More Matters brand into their packaging and messaging.
Some companies, like McDonald’s, were already well on their way; this appeal aided in
coordinating our tracking efforts.
 Executive Committee letters. The Executive Committee sent out letters and information to more
than 40 companies asking them to become board level donors. Responses are still arriving and
include companies such as Lakeside Foods.
 2011 Sponsorships. The 2011 Sponsorship brochure has been finalized and will be distributed at
the upcoming PMA Foodservice Conference. Additional distribution via email is planned to all
donors-active, lapsed, dropped-and prospects.
1st Quarter Results: As of March 31, 2010 $691,000 has been secured from the industry (not counting
campaign dollars); 35% toward the $2 million goal.
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Major Donors: Taylor Farms, Seneca, PMA, and two other companies (who would rather
remain anonymous) have increased their contributions to $50,000/year for each of 5 years.
They join Stemilt, Paramount Farms, and Syngenta at this level. This is a net increase of
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$125,000 in 2010 and $143,000 in 2011. A few other donors have increased their pledges
and these will be announced in Q2.
Annual Contributions: A total of $292,000 in annual contributions was received in Q1; 25%
toward annual goal of $1,168,500.
In-kind: In-kind contributions for Q1 are $80,996; 79% toward annual goal of $103,000. An
example of a major in-kind contributor includes: Promodata Leemis - $43,183.
Sponsorships: Total revenue received in Q1 is $198,075; 72% toward annual $276,000 goal.
Dinner Auction: Dinner Auction fundraising event was held on April 10, 2010; net event
revenue is still being calculated as we await outstanding bills. The live and silent auction
bids for 2010 totaled $30,000, similar to 2009 auction totals. Total revenue received through
Q1 is $114,850; 81% toward the goal of $140,000.
Donor Marketing & Outreach Committee Peer-to-Peer Outreach: The DMO committee
continues peer-to-peer outreach to donors to thank them for their donation and discuss what
motivates them to continue supporting PBH. More than 50 companies have been contacted
since this outreach was initiated.
Cyndy Dennis was hired as a contractor during Q1 to support development outreach to
donors giving $1,000 or less to PBH
PBH Annual Report: The PBH Annual Report was released and mailed to donors and
prospects in Q1. Pledge forms were included that have resulted in lapsed and dropped donors
renewing support. An example is Subway renewing their annual contribution (they had been
“dropped” since 2006).
2010 Development Plan Progress:
o More than 100 companies have been identified as potential donors within the
Healthcare industry. Contact is underway with health plans, pharmaceutical
manufacturers and disease management and health and wellness companies.
Examples include: CIGNA and AstraZeneca.
o Brief summaries, elevator speeches, designed to explain PBH quickly to donors and
prospects are being developed.
o Outreach is underway to Sodexho, Sysco, and other organizations within the
foodservice industry. In addition, Cyndy Dennis has experience working in the
foodservice industry and will help with the formulation of a strategy to identify and
connect with these companies to secure support for PBH.
1.2: Secure 90% of the 2010 pledges for the Campaign for children’s health.
3rd Quarter Results: 89% of 2010 pledges have been paid; 87% of the entire $1,706,801 in campaign
pledges have been paid.
2nd Quarter Results: Two new one-time gifts were secured during Q2 for the Campaign. 79% of pledges
have been paid.
1st Quarter Results: 63% of 2010 pledges have been paid (not all are scheduled to have been paid yet.)
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Objective 2: Expand revenue sources through catalog sales.
Performance Goals:
2.1 Secure $2M in gross catalog sales.
3rd Quarter Results: Sales for Q3 equal $684,734; a total of $1,738,225 or 87% towards goal.
 This number does not reflect backorders, which are not recorded as sales until product is
shipped. Roughly $189,000 in backorders will be booked in Q4 that were sold in Q3.
Including backorders, sales for Q3 equaled $873,517; for a total of $1,927,008 in sales for the
year, or 96% of goal.
 Including backorders, the sales goal for Q3 was surpassed by $10,116, and it is anticipated
the $2M end of year goal will be met.
 Targeted monthly email blasts continue to show strong average open rates and click through
rates of 24% and 21% respectively.
 In September the catalog sales team attended the National Extension Association of Family &
Consumer Sciences annual conference and tradeshow. This was the second time exhibiting at
this show. The show was very successful to the point that orders were taken at the booth and
faxed or called into the sales team in the office for processing!
 The catalog sales team will be exhibiting in Q4 at the National Association for the Education
of Young Children (NAEYC) and the American Dietetic Association (ADA).
 The catalog sales team outlined the new products to be offered in the 2011 catalog, selected
the front cover of the catalog, and reviewed pricing and discontinued product information.
The goal is to have the 2011 catalog completed by year-end and mailed by mid-January 2011.
2nd Quarter Results: Sales for Q2 $597,733; a total of $1,053,491 or 53% towards goal.
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The sales goal for Q2 was surpassed by $131,345, and it is anticipated the $2M end of year
goal will be met.
Targeted monthly email blasts continue to show strong average open rates and click through
rates of 22% and 20% respectively.
In April the catalog sales team attended the National Association of Pediatric Nurse
Practitioners (NAPNAP) annual conference and tradeshow. This was the first time exhibiting
at this show, as part of a strategy to build and strengthen relationships with health
professionals.
In May the catalog sales team attended the National WIC Association Conference. Due to
the efforts of Don Schuler, Catalog Sales Manager, we are receiving more orders from WIC
personnel than in past years. He has developed quite a few new relationships with WIC
Directors and office personnel, as well as strengthened existing relationships resulting in an
increase in sales to this group.
The catalog sales team began initial work on the development of the 2011 PBH Nutrition
Education catalog in June. The goal is to mail the new catalog in early January 2011.
1st Quarter Results: Sales as of March 31, 2010 are $455,758; 23% towards goal.
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January, February and March sales goal was surpassed by $35,380, also exceeding Q-1 2009
by $68,000! The first quarter sales goals are on target for meeting the $2M end of year goal.
2010 catalog was mailed early February to 110,000 educators and health professionals.
Press releases regarding catalog have been sent to trade, educator and health professional
publications.
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Monthly email blasts with catalog promotions and featured items to targeted customer groups
in progress
o Emails sent to approximately 20,000 educators/health professionals and industry
contacts
o Monthly average open rate of 20%. Average open rate of an information email is
19%.
o Monthly average click through rate (of those that opened the email) of 18%. Average
click through rate of a promotional/sale email is 17%.
Displayed the Adopt-A-School Tabletop and Materials at the 2010 PBH Board of Trustees
meeting.
Participated (due to receiving an invitation from the coordinator of the NY SNAP ED
program) in the NY SNAP ED state conference held in March. (SNAP ED is the federal
“food stamp” nutrition education program)
5 tradeshow exhibits are scheduled for the remainder of 2010; 2 in Q2, 1 in Q3, and 2 in Q4.
2.2: Maintain average monthly inventory at $460,000 or less
3rd Quarter Results: Average monthly inventory is $463,030.
2nd Quarter Results: Average monthly inventory is $482,986.
 The overage is due to a slight increase in inventory to meet several large quotes that will turn
into orders in Q3.
1st Quarter Results: Average monthly inventory is $500,068.
 The slight overage in average monthly inventory is due to receiving several large catalog
orders throughout Q1 and increasing inventory to meet a high volume of sales during March,
National Nutrition Month.
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