Minneapolis (March 27, 2018) – Produce for Better Health Foundation (PBH), a nonprofit organization whose mission is to increase Americans’ daily consumption of fruits and vegetables for better health, has selected Padilla, and its FoodMinds division, as its agency of record. The work will include brand positioning, stakeholder and consumer research, digital ecosystem strategy and activation, industry outreach and consumer influencer engagement.
“More than ever, people are interested in how their food decisions contribute to an overall active and healthful lifestyle. Yet, we know there are barriers affecting Americans’ produce consumption,” said Dennis Christou, PBH board of trustees chair and vice president of marketing for Del Monte Fresh Produce N.A. Inc. “It’s time to transform how the industry and critical lifestyle influencers work together to give consumers new reasons to enjoy more fruit and vegetables.”
“PBH is the only national organization dedicated to increasing consumption of fruits and vegetables, in all forms, and we’re excited to partner with Padilla and FoodMinds to energize our efforts to reach consumers and their influencers,” said Wendy Reinhardt Kapsak, PBH president and CEO. “The team’s brand positioning, creative and digital expertise, as well as their influencer and stakeholder relationships, will help refresh our approach, so we can reach our goal of doubling Americans’ produce consumption.”
As the leading group promoting produce in all forms – fresh, frozen, canned or packaged, dried and 100 percent juice – PBH is uniquely positioned to engage diverse value chain stakeholders, consumer influencers and thought leaders in science-based, integrated marketing communication efforts to boost produce intake.
“There is no doubt that fruits and vegetables, in all forms, support healthy lifestyles. But most people still only eat about half the recommended daily produce for better health,” said Susan Pitman, Padilla executive vice president and FoodMinds founder. “We are incredibly honored to support the PBH team to evolve its vision for the future and build on its success to take the organization to the next level. The Padilla and FoodMinds team is energized and ready to work with PBH on its important initiatives.”
The agency’s work with PBH will be served by Padilla and FoodMinds’ Chicago, Minneapolis, New York, Richmond, San Francisco and Washington D.C. offices.
About the 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 fruits 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 PBHFoundation.org and FruitsandVeggiesMoreMatters.org. Follow Fruits & Veggies—More Matters on Facebook 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 NFVA.org.
Padilla is a top 10 independent public relations and communication company comprised of 240 employee-owners. Padilla builds, grows and protects brands and reputations worldwide by creating purposeful connections with the people who matter most through public relations, advertising, digital and social marketing, investor relations and brand strategy. Padilla includes the brand consultancy of Joe Smith, the food and nutrition experts at FoodMinds and the research authorities at SMS. Clients include 3M, Barnes & Noble College, Blue Cross and Blue Shield of Minnesota, Hass Avocado Board, Mayo Clinic, Prosciutto di Parma, Rockwell Automation, Sanofi Pasteur, U.S. Highbush Blueberry Council, the Virginia Lottery and Welch’s. Padilla is a founding member of the Worldcom Public Relations Group, a partnership of 143 independently owned partner offices in 115 cities on six continents. Make a connection at PadillaCo.com.