Bolthouse Farms Launches #URWHATUPOST Campaign

Bolthouse Farms is launching a “Fruit & Veggie Takeover” to help make the internet healthier with its #UrWhatUPost campaign. A proud supporter of the FNV brad, Bolthouse is challenging America to take over the internet with images that celebrate fruits and vegetables to set a record of one million healthy food posts per day for one week starting March 2. The campaign is part of Bolthouse Farms mission to change the imbalance of food porn online to inspire healthier eating habits offline. Sharing food images, or “food porn,” on social media has become a cultural phenomenon that is dominated by unhealthy images, say company officials, adding that on average, there are more than 1.7 million food hashtags posted per day and only 37% feature fruits and veggies.   According to a Harris Interactive survey, more than half of Americans who use social media agree that seeing photos of fruits and vegetables motivates them to eat healthier. “Food porn posts are among the most popular in social media because people love to share photos of food that reflects their lifestyle,” says Suzanne Ginestro, chief marketing officer at Bolthouse Farms. “We believe by sharing more images of fruits and veggies online, we can inspire better food choices offline.”   Last year, Bolthouse Farms launched the Food Porn Index to track food posts on Twitter and Instagram to measure the health of the internet and learn about social media users’ lifestyles and eating habits. The data showed a significant imbalance between healthy and unhealthy posts with a daily average of more than one million unhealthy hashtags compared to 600,000 healthy hashtags. The most popular unhealthy hashtags are #pie and #icecream, which spiked in the summer and holiday months, while the most frequently posted healthy hashtags are #berry and #potato. Data also showed people want to start the week off right with Mondays tracking the highest frequency of healthy posts while unhealthy posts spike on Saturday.   Starting on March 2, Bolthouse Farms challenges foodies and food porn enthusiasts to participate in the “Fruit & Veggie Takeover” for one week to help reach the goal of 1 million “healthy” images per day by posting and tagging fruits and vegetables. To make every post count, use #urwhatupost as well as specific fruit and veggie hashtags like #carrot, #veggies, #berries. For a full list of hashtags and to learn more about Bolthouse Farms mission to inspire better nutrition, please visit www.urwhatupost.com.