Produce for Better Health Foundation
In October 2006, the American Frozen Food Institute renewed its participation on the Board of Directors of the Produce for Better Health Foundation (PBH). With this renewed Board participation, AFFI remains influential in the Foundation’s efforts to increase consumption of a variety of fruits and vegetables, including frozen, in American households.
Many of us are familiar with the Foundation’s former 5 A Day The Color Way™ campaign, through which the Foundation promoted the importance of eating 5 servings of fruits and vegetables every day. Recently the Foundation recognized an opportunity to more effectively promote healthy eating by launching it’s new Fruits & Veggies—More Matters™ campaign. In contrast to the 5 A Day brand, the new program encourages consumers to simply eat more of the healthy fruits and vegetables they currently eat, and suggests simple ways to add more fruits and vegetables to every eating occasion. Extensive consumer research revealed that the new message resonates with moms who want to maintain a healthy lifestyle for their families.
AFFI is pleased by the Produce for Better Health Foundation’s emphasis on the value of fruits and vegetables of all forms. Because when it comes to good nutrition, all forms of fruits and vegetables matter: fresh, frozen, canned, dried and 100% juice!
On January 20, 2008, the American Frozen Food Institute (AFFI) served as a sponsor of the third annual Produce First! American Menus Initiative. The Produce First! event, held at The Culinary Institute of America’s Greystone Campus in Napa Valley, California, is the result of collaboration between the Culinary Institute of America (CIA) and the Produce for Better Health Foundation (PBH). The initiative is designed to spark the imagination of chefs and foodservice operators in bringing increased amounts of produce to new menu development. In addition to serving as an event sponsor, AFFI member companies donated frozen fruits and vegetables for use by CIA instructors and participating chefs. Click here to read more.
Read more about AFFI's involvement with the Produce for Better Health Foundation!