Fruits and Veggies Get New Branding

The produce industry wants you to clean your plate.

Next month, the non-profit Produce for Better Health Foundation will unveil a national branding campaign encouraging consumers to eat more fruits and veggies.

The in-store and online campaign introduces a new tagline, “Fruits & Veggies—More Matters,” and kicks off with a recipe contest. Produce for a Better Health Foundation is the group behind the long-running “5 a Day” initiative and its more recent expansion, “5 a Day the Color Way,” which encourages consumers to eat produce of different colors to get a variety of nutrients.

“More Matters” begins on March 19, with simultaneous PR events in a Safeway supermarket in San Francisco. School kids there will judge a cook off between two chefs from the Culinary Institute of America (CIA). Officials from the Centers for Disease Control and the foundation will also be at the Safeway event.

The national recipe contest begins on March 19, too, and runs through May 31. Entrants submit a recipe featuring fruits or vegetables, and also explain how they have increased their family’s produce consumption. Two grand-prize winners win a family trip to a CIA campus (one in New York and one in California).

A new consumer Web site, FruitsandVeggiesMoreMatters.org, rounds out the campaign. The site will host nutrition tips, recipes and meal planning; a kids’ section will have kid-friendly recipes, as well as games, coloring pages and puzzles.

The American Cancer Society, American Diabetes Association and American Heart Association will support “More Matters” with links to the new site on their own Web sites.

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