Retailer Role Models, Champions Recognized

Produce for Better Health Foundation has named seven Retail Role Models and seven Retail Champions for their extraordinary support of the Fruits & Veggies-More Matters national public health initiative in 2010.

These companies will be formally recognized with awards during the foundation’s Role Model/Champion Recognition Luncheon held at PBH’s annual meeting in Monterey, Calif.

Seven retailers achieved Role Model status: Ahold USA Inc., Defense Commissary Agency, Food Lion Stores Inc., the Kroger Co., Safeway Inc., Schnuck Markets Inc. and SuperValu/W. Newell & C.

Seven retailers achieved Champion status: the Great Atlantic & Pacific Tea Co. Inc., Associated Wholesale Grocers Inc., Big Y Foods Inc., Meijer Inc., Redner’s Markets Inc., Save Mart Supermarkets and Weis Markets Inc.

“We’re extremely appreciative of the efforts contributed by all of our retail donors to spread Fruits & Veggies-More Matters messages to consumers,” said Elizabeth Pivonka, PBH president and CEO. These Retail Role Models and Champions went above and beyond in their support of PBH’s mission to increase fruit and vegetable consumption. By going the extra mile to attain Role Model or Champion status, these retailers are also demonstrating a commitment to their customers’ better health and we feel that deserves to be recognized.”

To achieve Champion status, a retailer must consistently demonstrate support for Fruits & Veggies-More Matters in a variety of categories such as placing the logo on in-store signage and linking to the Fruits & Veggies-More Matters website and placing copy or creating a page about Fruits & Veggies More Matters on the company's consumer website. In order to achieve Role Model status, a retailer must fulfill the Champion level requirements and additionally implement other strategies that support Fruits & Veggies-More Matters.

Retailers can earn PBH Role Model or Champion honors for helping to realize the power the health initiative has to influence consumption, and boost bottom lines in the process.

Produce for Better Health Foundation is a non-profit fruit and vegetable education foundation.