Produce for Better Health Foundation Announces Retailer Role Models & Champions

Hockessin, Del.- Produce for Better Health Foundation (PBH) has named seven Retail Role Models and seven Retail Champions for their extraordinary support of the Fruits & Veggies-More Matters® national public health initiative in 2010. These companies will be formally recognized with awards during the foundation's Role Model/Champion Recognition Luncheonheld at PBH's Annual Meeting in Monterey, CA. 

Seven retailers achieved Role Model status. They include; Ahold USA, Inc., Defense Commissary Agency, Food Lion Stores, Inc., The Kroger Company, Safeway, Inc., Schnuck Markets, Inc., and SuperValu/W. Newell & Company.

Seven retailers achieved Champion status. They include; The Great Atlantic & Pacific Tea Company, Inc., Associated Wholesale Grocers, Inc., Big Y Foods, Inc., Meijer, Inc., Redner's Markets, Inc., Save Mart Supermarkets, and Weis Markets, Inc..

"We're extremely appreciative of the efforts contributed by all of our retail donors to spread Fruits & Veggies-More Matters messages to consumers," said Elizabeth Pivonka, Ph.D., R.D., president and CEO of PBH. "These Retail Role Models and Champions went above and beyond in their support of PBH's mission to increase fruit and vegetable consumption. By going the extra mile to attain Role Model or Champion status, these retailers are also demonstrating a commitment to their customers' better health and we feel that deserves to be recognized."

To achieve Champion status, a retailer must consistently demonstrate support for Fruits & Veggies-More Matters in a variety of categories such as placing the logo on in-store signage and linking to the Fruits & Veggies-More Matters website and placing copy or creating a page about Fruits & Veggies More Matters on the company's consumer website. In order to achieve Role Model status, a retailer must fulfill the Champion level requirements and additionally implement other strategies that support Fruits & Veggies-More Matters. 

Pivonka added that PBH is looking to grow their list of role models each year. Retailers can earn PBH Role Model or Champion honors for helping to realize the power the Fruits & Veggies-More Matters health initiative has to influence consumption, and boost bottom lines in the process. For more information on becoming a Retail Role Model, view the Retail Role Model criteria on the PBH website. The foundation will identify and reference these role models in the ongoing public relations activities of Fruits & Veggies-More Matters.