APRIL 10, 2006

ISSUE 1110

“MORE MATTERS” BRAND TO REPLACE 5 A DAY

The Produce for Better Health Foundation debuted its exciting new “More Matters” brand March 31.

At its spring board meeting in San Francisco March 31, the Produce for Better Health Foundation unveiled the new "More Matters" brand for promoting fruit and vegetable consumption.

 

The fresh mark will begin showing up on packaging and in-store displays next year.

 

PBH created the new brand after the USDA's new dietary guidance, released in 2005, made "5 A Day" obsolete. Considerable consumer research was conducted during development of the "More Matters" message, which primarily targets moms.

 

"The new brand received high marks from our target consumers, regardless of ethnicity, age, education or income," said Ray Gilmer, FFVA director of public affairs and a member of the PBH Executive Committee. "I am genuinely excited about the potential for driving fruit and vegetable consumption using the More Matters brand.