NEW LOGO FOR BETTER HEALTH FOUNDATION

CHRIS YTUARTE

ATLANTA -- The Produce for Better Health Foundation, Wilmington Del., utilized their display booth here at this year's convention of the Produce Marketing Association to introduce their new, vibrant 5 A Day logo aimed at encouraging the consumption of fruits and vegetables on a daily basis.

In cooperation with its co-sponsor, the National Cancer Institute, the Foundation revealed a more modern and refined version of the 5 A Day emblem, done entirely in a true 4-color process which enables easier reproduction in print and on television.

"We think the new logo is worth a look from all those organizations who haven't yet contributed to the foundation," said Elizabeth Pivonka, president of the organization.

The improved logo design involves a collection of ten colorful fruits and vegetables positioned in front of a bright yellow sun, with the words fruits and vegetables forming an arch above them, and the slogan "Eat 5 A Day for Better Health" resting underneath. The updated logo arrives as part of the Foundation's new marketing program for the year 2000 called "Fruits and Vegetables First".

To publicize the new logo among industry and retail representatives attending the PMA Fresh Summit '99, the Foundation also launched a billboard campaign in Atlanta during the conference and has made the signs available nationwide. Each 14-foot by 48-foot billboard features large, vibrant photography of a specific fruit or vegetable as well as the new 5 A Day logo, and each can be customized to include various commodities and sponsor logos.

All companies currently licensed for use of the 5 A Day name are required to phase out their use of the original logo by January 1, 2002, said PBH officials.