Market Overview

Produce for Better Health Foundation and Food Marketing Institute Foundation Announce First-Ever Partnership to Inspire Families to Enjoy More Fruit and Vegetable-Packed Meals Together


Fruits and Veggies-More Matters® Month and National Family
Meals Month™ come together to bring new solutions to industry partners,
their customers and consumers

The Produce for Better Health Foundation (PBH) and the Food Marketing
Institute (FMI) Foundation announced a new partnership to reach more
families about the value of shared, produce-packed meals. The goal is to
fuse the shared benefits of family meals as well as eating more fruit
and vegetables through social and digital experiences, along with
resources and in-store programs that the industry can use with shoppers
and consumers.

This press release features multimedia. View the full release here:

The partnership will take place throughout September, which is both
Fruits and Veggies-More Matters® Month and National Family Meals Month™.
All of the campaign elements will inspire families to prepare and enjoy
nutritious meals together, with half of every plate filled with fruit
and vegetables.

"Both PBH and the FMI Foundation have long histories and rich legacies
of helping families make smart food choices throughout the day. As
partners, we will make a greater impact by creating solutions that
enhance not only family mealtime but increase fruit and vegetable
consumption," said Wendy Reinhardt Kapsak, MS, RDN, president and CEO,
PBH. "Research shows that eating more fruit and vegetables supports
healthier, happier lifestyles, and together, we will support industry as
well as consumers in achieving this goal—at any meal occasion."

"The demands of a busy, modern family life often come at the expense of
family mealtime at home. Our goal is to start a movement that inspires
and helps families to enjoy just one more meal together each week," said
Susan Borra, RD, chief health and wellness officer, FMI, and executive
director of the FMI Foundation. "By emphasizing that half of the
mealtime plate should be filled with a variety of fruit and vegetables
we can introduce consumers to a range of new solutions throughout the
grocery store."

PBH and the FMI Foundation seek broad industry as well as food and
nutrition influencer engagement to amplify the movement message and call
to action using the following hashtags in social media: #MoreMatters

In addition, PBH and the FMI Foundation have made a variety of
complementary resources and collateral available online, at:
These resources can be customized by industry stakeholders to fit their
specific needs, and include:

  • Infographics
  • Social posts and blogs
  • Retail toolkits

"While this is the first integrated partnership between PBH and the FMI
Foundation, we look forward to exploring additional, mutually beneficial
opportunities in the future, and continuing to activate and engage with
the industry to help improve the health and wellbeing of consumers,"
said Reinhardt Kapsak.

About Produce for Better Health Foundation
Produce for
Better Health Foundation (PBH), a nonprofit 501(c)(3), is the only
national organization dedicated to increasing consumption of fruit and
vegetables, in all forms (fresh, frozen, canned, dried and 100% juice).

Since 1991, PBH has invested decades into developing trended insights on
attitudes toward all forms of fruit and vegetable consumption, in
addition to campaigns and partnerships with government, food industry
stakeholders, health professionals and other thought leaders to
collaborate, facilitate and advocate for increased intake. Campaigns
include first, the 5-A-Day program, and now, the Fruits & Veggies—More
Matters public health initiative. Fruits & Veggies—More Matters is the
nation's largest public-private, fruit and vegetable nutrition education
initiative. To learn more, visit and
Follow Fruits & Veggies—More Matters on Facebook,
Instagram or Twitter.
PBH also chairs the National Fruit & Vegetable Alliance (NFVA),
consisting of government agencies, nonprofit organizations and
industries working collaboratively to increase nationwide access and
demand for fruit and vegetables in all forms for improved public health.
To learn more, visit

About Food Marketing Institute Foundation
Established in
1996, the Food Marketing Institute Foundation is a 501(c)(3) charitable
organization that seeks to ensure continued quality and efficiency in
the food retailing system and is operated for educational and scientific
purposes. To help support the role of food retailing, the FMI Foundation
focuses on research and education in the areas of food safety,
nutrition, and health. For more information, visit

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