The Produce for Better Health Foundation (PBH) and the Food Marketing Institute (FMI) Foundation announced a new partnership to reach more families about the value of shared, produce-packed meals. The goal is to fuse the shared benefits of family meals as well as eating more fruit and vegetables through social and digital experiences, along with resources and in-store programs that the industry can use with shoppers and consumers.
The partnership will take place throughout September, which is both Fruits and Veggies-More Matters® Month and National Family Meals Month™. All of the campaign elements will inspire families to prepare and enjoy nutritious meals together, with half of every plate filled with fruit and vegetables.
“Both PBH and the FMI Foundation have long histories and rich legacies of helping families make smart food choices throughout the day. As partners, we will make a greater impact by creating solutions that enhance not only family mealtime but increase fruit and vegetable consumption,” said Wendy Reinhardt Kapsak, MS, RDN, president and CEO, PBH. “Research shows that eating more fruit and vegetables supports healthier, happier lifestyles, and together, we will support industry as well as consumers in achieving this goal—at any meal occasion.”
“The demands of a busy, modern family life often come at the expense of family mealtime at home. Our goal is to start a movement that inspires and helps families to enjoy just one more meal together each week,” said Susan Borra, RD, chief health and wellness officer, FMI, and executive director of the FMI Foundation. “By emphasizing that half of the mealtime plate should be filled with a variety of fruit and vegetables we can introduce consumers to a range of new solutions throughout the grocery store.”
PBH and the FMI Foundation seek broad industry as well as food and nutrition influencer engagement to amplify the movement message and call to action using the following hashtags in social media: #MoreMatters #FamilyMealsMonth.
In addition, PBH and the FMI Foundation have made a variety of complementary resources and collateral available online, at: http://pbhfoundation.org/content/fruitsandveggiesmoremattersmonth. These resources can be customized by industry stakeholders to fit their specific needs, and include:
- Social posts and blogs
- Retail toolkits
“While this is the first integrated partnership between PBH and the FMI Foundation, we look forward to exploring additional, mutually beneficial opportunities in the future, and continuing to activate and engage with the industry to help improve the health and wellbeing of consumers,” said Reinhardt Kapsak.