Produce for Better Health Foundation issued its 2018 Annual Report showing a transformational move and strong financial return. To further its mission to increase Americans’ daily consumption of fruits and vegetables, PBH embarked on a transformation unlike any other in 2018.

“Our goal was to refresh, reinvigorate and reintroduce PBH for increased impact and sustained growth,” said Wendy Reinhardt Kapsak, PBH president and chief executive officer.

As part of the brand transformation, the organization employed four key initiatives to help refresh and reposition the foundation as well as its influencer- and consumer-facing platforms.

“In partnership with PBH members, we made tremendous progress toward our transformation in the following areas, which will continue into 2019,” said Kapsak:

• Research and Consumer Insights – Implemented a food and nutrition as well as behavior-based research pipeline, along with a diverse consumer insights platform, specifically designed to inform the PBH transformation and beyond.
• A New Call-to-Action and Inspired Movement: Have A Plant – Embarked on a targeted movement that changes how consumers, influencers, and industry think about PBH, and more importantly, consumer behavior toward fruits and vegetables.
• Influencer Engagement and Amplification – Built deeper connections and greater collaboration among our 35,000-plus nutrition, lifestyle and social media influencers to increase fruit and vegetables’ placement in the broader food dialogue as well as improve consumers’ fruit and vegetable experience and consumption behaviors.
• Digital and Social Media Ecosystem – Developed a revitalized digital and social media experience for PBH’s more than 1.5 million digital and social followers, starting with a digital discovery process to thoroughly comprehend consumer, influencer and industry needs within the organization’s digital ecosystem.

PBH experienced not only a transformational year for the organization’s research, influencer and digital education platforms, but also demonstrated important fiscal growth.

“We are delighted to see existing members increase their engagement and support. We believe our transformation also attracted new members to the Foundation in 2018,” said Carrie Casey, strategy and operations, senior director. “Coupled with member engagement through various PBH committees, the industry is sending a clear message they support PBH’s mission, and they appreciate the increased value the foundation is delivering to members as a result of the transformation.”