February 27, 2015

PMA takes leadership role in collaboration to increase consumption of fruits and vegetables

Produce Marketing Association (PMA) announced it is a founding supporter of FNV, a new brand that promotes fruit and vegetable consumption to teens and moms using the same relentless, compelling and catchy marketing that major consumer brands do.

The collaboration was announced at the Partnership for a Healthier America’s (PHA) 2015 Building a Healthier Future Summit in Washington, D.C., and aims to market fruits and vegetables as “one big iconic brand.” Behind this new brand is PHA, which works with the private sector to make healthier choices easier for busy parents and families, and advertising agency Victors and Spoils.

“FNV was inspired by big consumer brands, whose tactics are compelling, catchy and drive an emotional connection with their products,” said PHA CEO Lawrence A. Soler. “We want to do the same thing for fruits and veggies, which haven’t had an opportunity to act like a big brand. Until now.”

“Initiatives like FNV and 'eat brighter!' signal a turning point for our industry,” says Kevin Fiori, vice president of marketing for Sunkist Growers and PMA Board of Directors chairman. “The message of health just isn’t cutting it with families. They know fresh produce is healthy – they need a reason to listen and care. This kind of marketing effort is something that the PMA Board of Directors believes will resonate on a more radical level and ultimately make fresh produce more attractive. We’re excited to see it expressed in the pilot markets and the associated results.”

“This is a natural fit for PMA,” Fiori continued. “The association is strategically committed to providing members with marketing opportunities and resources to help grow produce businesses. We’ve witnessed that through ‘eat brighter!’ and now FNV expands that opportunity once again.”

For more information, visit PMA’s website.





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