Produce for Better Health Foundation

We are championing a bold, new initiative - one that leverages insights from behavioral science - to tap into consumers' emotional connections to food and wellness. Research shows, rather than a prescriptive recommendation to eat a certain amount of fruits and vegetables each day, consumers (particularly Gen Z and Millennials) want actionable, realistic and FUN approaches that make eating fruits and vegetables easy, making them feel confident and happy. That's where PBH's Have A Plant® Movement comes in. It's a way to tap into the emotional connection consumers have to the fruit and vegetable eating experience while inspiring long-term, sustainable behavior change. The work PBH is doing is critical to the consumers' consumption success, promoting fruits' and vegetables' rightful place in the plant-forward movement. We know consumers are increasingly looking to add more plant-based foods to their diets, for a variety of reasons including health and sustainability. Nearly everyone needs to eat fruits and vegetables more often, to enjoy healthier, happier lives. Today's consumers crave a no-nonsense approach in the brands they follow. And that is precisely why our new 'call to action' is simple, understandable and non-prescriptive, and inclusive of all types of fruits and vegetables (fresh, frozen, canned or packaged, dried and 100% juice). Through various communication tools and digital platforms, PBH's transformative Have A Plant® Movement will inspire consumers with compelling reasons to believe in the powerful role fruits and vegetables can play to fuel happy, healthy and active lifestyles. Have A Plant®.