November 2007 Fruit & Veggie News

Did you know that Oregon’s efforts to increase fruit and vegetable consumption are part of a national program?  The national program recently changed its name to National Fruit and Vegetable Alliance and published a new mission and vision:

The National Fruit & Vegetable Alliance (NFVA) provides leadership and works collaboratively and synergistically to achieve increased nationwide access and demand for all forms of fruits and vegetables for improved public health.  The vision of the NFVA is a nation in which half of the foods Americans eat are fruits and vegetables.

Highlights from recent Alliance member promotions and activities

• Produce for Better Health is working on getting supermarkets and retailers re-licensed to use the Fruits and Veggies-More Matters(TM) logo. It is estimated that the brand has already made 1.16 billion consumer impressions to date through retail promotions.

• PBH will recognize Retail Role Models, retailers who have taken additional steps to effectively promote the Fruits and Veggies-More Matters(TM) message.

• More than 500 growers, processors and shippers have redesigned labels to show the new logo. These new labels will start showing up on grocery store shelves soon.

• CDC is currently working with states to set up Fruits and Veggies-More Matters(TM) license agreements.  Oregon is in the process of signing this agreement.

• Fruits and Veggies-More Matters(TM) has been featured in the media 727 times, including 18 stories on national T.V. stations and more than 300 stories on local stations between February 1 and May 10, 2007

• The theme for 2008 March Nutrition Month and September Fruits and Veggies Month is Get Smart: Fruits and Veggies-More Matters(TM). CDC and PBH will provide materials specifically for low-income moms. Sub-topics may include: Get Smart -- as you shop; Get Smart --in your family dinner; Get Smart--eating on the go; Get Smart--back to school; Get Smart--on a tight budget; Get Smart--entertaining.  More details on the March promotion will be sent to you as soon they are available.