PBH IS CENTRALIZING DISTRIBUTION OF MATERIALS

MINA WILLIAMS

WILMINGTON, Del. (FNS) -- The Produce for Better Health Foundation here is moving to centralize the distribution of all its retail marketing materials.

The nonprofit organization is gearing up to distribute all its 5 a Day retail promotional materials for the 1999 season and beyond, according to Robb Enright, manager of public relations for the PBH.

In essence, he said, the organization's resources have increased to the point that, with larger offices, staff and budget, the PBH decided it could take the operation fully in-house and reap benefits from having continuity through the entire program, from conception to fulfillment.

Since the foundation's inception in 1991, all 5 a Day retail materials have been distributed by Try-Foods International, Apopka, Fla., an independent company that will continue to participate in the PBH as a member of the organization, Enright said.

"Organizationally, the foundation has grown, particularly over the past two years," said Enright. "We have become more efficient, as we developed a standard set of programs and added staff.

"The foundation is taking control of the total process including getting the materials printed and distributed and working with retailers," said Enright. "We are centralizing the whole mechanism."

The decision to centralize materials distribution is also in response to feedback from retailers participating in the 5 a Day program, Enright said.

Another change is that the foundation is making program materials available through a Web site, 5aday.com, which became operational earlier this month. Retailers are able to download graphics and printed materials from the site.

"We want to offer materials in a variety of formats, and make the mechanism easier for retailers," said Enright.