PBH Transitions to Fruits & Veggies — More Matters

WILMINGTON, Del. — Produce for Better Health Foundation has completed the transition to Fruits & Veggies — More Matters from its original 5 A Day logo. PBH has been communicating for the past two years to its donors and constituents that the 5 A Day logos are being retired, and supermarkets are being asked to replace 5 A Day signage and bags with Fruits & Veggies — More Matters signage and bags. All remaining packaging and promotional materials with the 5 A Day logo will need to be distributed or relinquished by Jan. 1, 2009, and all food products carrying the logo must be approved by PBH.

“The new Fruits & Veggies — More Matters health initiative is PBH’s response to increased recommendations for fruits and vegetables in the 2005 Dietary Guidelines of Americans,” said Elizabeth Pivonka, the president and chief executive officer of PBH. “As part of the development of the Fruits & Veggies — More Matters brand, we selected a name and logo that would not need to be changed or updated each time the nutrition science advanced. This brand is evergreen, and donors do not need to worry that the logo will change again.”

The company launched Fruits & Veggies — More Matters in March 2007, replacing the old 5 A Day campaign. The transition to this more consistent platform helps consumers recognize that no matter how many fruits and vegetables they consume, they will benefit from eating more.

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