Produce for Better Health Foundation · Positioning Case Study: ... ©2008 Produce for Better...

©2008 Produce for Better Health Foundation

Produce for Better Health Foundation


THE “PROBLEM”


The Human Toll• Top U.S. causes of death:

1. Heart Disease 652,4862. Cancer 553,8883. Stroke 150,0744. Chronic Lower Respiratory Diseases

121,987

5. Accidents 112,0126. Diabetes 73,1387. Alzheimer’s Disease 65,9658. Influenza & pneumonia 59,6649. Nephritis 42,48013. Hypertension 23,076

Source: National Vital Statistics Reports 2007; 55 (19)


Factors Contributing to Death

1990 2000 PCT Change# Deaths

1. Tobacco Use 400,000 435,000 9%

2. Diet & Inactivity 300,000 400,000 33%

3. Alcohol Misuse 100,000 85,000 -15%


Leading Causes of Death

6% 19%

75%

Other Chronic Diseases

Infectious Diseases


Spending on Prevention vs. Treatment

National spending for population-based prevention

Population-based Prevention ($26 billion)

Health Care Expenditures ($1.27 trillion)


Factors influencing gain in life expectancy: past 100 years

Public Health and Preventive Measures 83.4%+ 25 Years to Life

Curative Measures 16.6%+ 5 Years to Life

Obesity Trends Among U.S. AdultsBRFSS, 1985


(*BMI ≥30, or ~ 30 lbs overweight for 5’4” person)


No Data <10% 10%–14% 15%–19% 20%–24% 25%–29% ≥30%


Overweight Children Ages: 6-11 & 12-19

0%

2%

4%

6%

8%

10%

12%

14%

16%

6-11 Years 12-19 Years

1963-19701976-19801999-20004.2%

6.5%4.6%

5.0%

15.5%15.3%

CDC, National Center for Health Statistics, Health, US, 2003


“Today’s kids may be the first generation in history whose life expectancy is projected to be less than that of their parents.”

- Dr. David Katz, YaleMarch 2004


OUR PART IN THE SOLUTION


Fruits and Vegetables Play Preventative Role In …

CancerHeart DiseaseStrokeHypertensionBirth DefectsCataractsObesity

DiverticulosisDiabetes MellitusCOPD OsteoporosisAlzheimer’sSkin Wrinkling


Variety of Protective Componentsin Fruits and Vegetables

• Antioxidants• Folate• Potassium• Fiber• Flavonoids• Phytochemicals• No fat, saturated fat,

trans fats, or cholesterol

• Low in sodium and calories


Yet consumers are overweight and not

eating enough fruit/vegetables…

WHY??


Evolution?

The Economist


Advertising/Marketing Expenditures?

• McDonald’s $1,748,300,000• General Mills $ 920,500,000• Kellogg Company $ 765,100,000• Coca-Cola Company $ 740,800,000• Pepsi (PepsiCo) $ 191,772,000• Quaker (PepsiCo) $ 182,924,000• Post (Kraft) $ 104,792,000• Oscar Mayer (Kraft) $ 46,510,000• CDC’s Division of Nutr & PA $ 42,000,000• Lean Cuisine (Nestle) $ 36,707,000• Tostitos (PepsiCo) $ 35,332,000• Tropicana (PepsiCo) $ 17,770,000• Ragu (Unilever) $ 11,636,000• PBH’s Budget $ 5,700,000

Advertising Age, Dec 31, 2007


Menu Choices?


Accessibility?


Only 4.5% of USDA's Spending to Promote Production and Consumption of Major Commodities Was Used for Promotion of Fruits and Vegetables in FY 1999.

$1,281,278,420

$3,162,005,000$5,189,297,440

$452,116,000

DairyFood GrainsMeat, Fish, EggsFruits, Vegetables

Government Support?


Women Working Outside the Home?

0

10

20

30

40

50

60

70

1970 2004

59%

43%


37 3735 36

40 4042

4446

4846 47

90 91 92 93 94 95 96 97 98 99 '00 '01

“Convenience is most important in the foods I eat.”Percent that Agree

Source: The NPD Group's National Eating Trends® Service

Drive for Convenience?


OUR OPPORTUNITY


Our Opportunity

• Consumer interest in nutrition & health• National Nutrition Policy

– WIC Program– School Wellness Policies– Fresh F/V Snack Program– School Lunch/Breakfast

• Profitable for supermarkets• International Flavors


ABOUT PBH


History

• 1988 5 A Day in California• 1991 PBH incorporated; P/P/P with NCI;

5 A Day Launched Nationally• 2000 Expanded into Alliance• 2005 NCI to CDC• 2007 Fruits & Veggies—More Matters


47

• American Cancer Society (ACS)

• American Diabetes Association (ADA)

• American Heart Association (AHA)

• National Alliance for Nutrition & Activity (NANA)

• California Department of Health Services

• National Council of Fruit & Vegetable Nutrition Coordinators

• Centers for Disease Control & Prevention (CDC)*

• National Cancer Institute (NCI)

• US Department of Agriculture: (USDA)

• Produce for Better Health Foundation (PBH)*

• Produce Marketing Association (PMA)

• United Fresh Produce Association

• American Frozen Food Institute (AFFI)

• Canned Food Alliance

National Fruit & Vegetable Alliance Steering Committee


National Action Plan


PBH Mission

To lead people to eat more fruits and vegetables because it matters for their

better health.


PBH’s Role

To cultivate partners, industry, consumer influencers and thought

leaders as advocates for Fruits & Veggies–More Matters

&To change behavior through moms.


Change Behavior Through Moms

2. Secure sustainablefunding source for PBH(Sustainability)

1. Implement comprehensive Fruits & Veggies—More Matters marketing, communications, and education effort targeted to moms (Message)


I. Implement comprehensive Fruits & Veggies—More Matters

marketing, communications, and education effort targeted to

Moms.

“Message”


Replacing 5 A Day is…


Research with Momsserve up the passion thrive

appetite for life primed to perform

pre-emptivepreventative

emotional

rational


The Ultimate Emotional BenefitMom’s internal gratification from meeting her

responsibility to help her family be at their best


Positioning Case Study: Don’t Mess with Texas

• in mid-1980s, Texas DOT was concerned about highway littering in state

• chief culprits were males 18-34 (macho identity)• strategy was a tough-talking campaign that

appealed to state identification• between 1986-1991 highway litter reduced by

72% (Institute for Applied Research)


Comparing Then and Now

functionally-basedinstructionalconstantly changinglogoawareness

emotionally-basedinspirationala stake in the ground

brandhow to



perceived freshproduce departmentrecipes = packagedconsumer in-directpublic/private

all formsentire supermarketrecipes = prepackaged

consumer interactivepublic/private



publichealth authority

licenses public healthstate training & assistance

message dissemination

privatebrand managerlicenses industry

industry assistancemessage dissemination


Public Health Partners

National Council of State Fruit and Vegetable Nutrition Coordinators


Grass-roots Involvement

Florida

Hawaii

Texas

Idaho

North Dakota


AholdAssociated Food StoresAssociated Grocers, LA

AWGBig Y

Bozzuto’sBrookshire

Clemen’sCoburn’s

DierbergsEW JamesFelpauschFood Lion

Giant EagleHarris Teeter

HEB Hy-Vee

Key Food StoresKrogerLowes

To Date: >24,000 StoresMeijerNash-FinchPathmarkPrice Chopper Publix Raley’sRedner’sRoche BrosSafewaySavemartSchnuck ShopRiteSpartanSuperValuTimes UnitedWal-MartWegman’sWeis + Others

Retail Partners


Supplier Partners

To Date: >650 SKUs


Media


Educators/health professionals


Millions of Moms


fruitsandveggiesmorematters.org

Mom-2-Mom Chatroom for Idea Exchange & Guest Speakers

Fruits & Veggies Database

Recipe and Shopping Tips

Children Activity Downloadables

Opt-in for Bi-Monthly Updates

News and Information Several Rotating Topics


II. Secure sustainable funding source for PBH.

“Sustainability”


• 2007 Sources of PBH Income:– 51% Annual Giving– 18% Net Catalog Sales– 15% In-Kind– 12% Sponsorships– 2% Net Special Events– 1% Interest/Dividends– 1% Grants

Annual Funding for PBH


Sponsorships

• Retail Matters Newsletter• PBH Direct!• Annual Report• Spring Board of Trustees Meeting• Celebration of Life Dinner/Auction/Dance• Produce First American Menus Initiative• Web Streaming Video• Research


Education Material Sales


Campaign for Children’s Health

• Consumer Web• Educational Materials• Research• National Action Plan• Endowment


ABOUT THE BOARD


Board/Committee Structure

Executive Committee

Financial Advisory

Consumer Marketing & Communications

Nominating

Development

Audit

Dinner/Auction

Research

Channel Mktg

Membership

Campaign

Board


Reading List

• Programs & Activities (Section 2)• 2008 Business Plan (Section 2)• Strategic Plan (Section 2)• By-Laws and Board Policies &

Procedures Manual (Section 10)


Committee Participation

• Nominating process• Observer procedure


Board Roles and

Responsibilities


Key Roles of the Board

• Set Organizational Direction• Provide Oversight• Ensure Necessary Resources


Individual Board MemberResponsibilities

Serve as ambassadors to the community

Volunteer services outside of board work

Work on committees, subcommitteesand task forces

Participate in organization governance


Participate in Fund-Raising Activities

Make a financial contribution

Provide names of potential donors

Encourage others to join

Attend fundraising events

Act as a resource to development office


OUR OPPORTUNITY…


Fruit/

Vegetable

Consumption

Healthy Eating & Physical Activity

Disease Prevention

Businesses/Public Health Community

NANA

PBH / Partners / Industry

Change Drivers

PREVENTION

•Don’t Smoke

•Healthy Eating

•Exercise

•Immunizations

•Screening

•Manage stress

•Adequate rest

•Sunscreen

•Seatbelts

•Helmets


• Strong Link: Fruits/Vegetables/Health• Aging Population • Obesity Epidemic• Rising Health Care Costs• Nat’l Nutrition Policy Supports F/V’s• International Flavors• Fruits & Veggies—More Matters®

• Industry/Public Health Alliance

Our Opportunity


Questions & Discussion

• All forms

• Fruit/vegetable consumption levels

• Focus on Gen X moms

• Retail vs. foodservice


Produce for Better Health Foundation5341 Limestone RoadWilmington, DE 19808

Tel. 302-235-2329 Fax 302-235-5555www.5aday.org

Produce for Better Health Foundation · Positioning Case Study: ... ©2008 Produce for Better...

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