Retailers Embrace PBH's New 'More Matters' Battle Cry

WILMINGTON, Del. -- Produce for Better Health Foundation (PBH) here said 12 retailers representing more than 9,500 stores nationwide have signed the new Fruits & Veggies--More Matters license agreement to date, and are making plans to incorporate the new slogan into their companies' marketing efforts.

Current Fruits & Veggies -- More Matters licensed retailers include: Felpausch Food Centers; Hy-Vee, Inc.; Key Food Stores Cooperative, Inc.; Meijer, Inc.; Publix Super Markets, Inc.; Price Chopper Supermarkets; Schnuck Markets, Inc.; Times Super Markets; and Wild Oats Markets, Inc. as well as all retail banners operated by Ahold USA, The Kroger Co., and Supervalu.

"I'm really excited these retailers have decided to participate in this new effort," said PBH senior retail marketing executive Bryant Wynes. "They represent a variety of well-respected retail names and formats that reach a large number of customers. Many other retailers have contacted us in the past few days to say their Fruits & Veggies -- More Matters license is 'in the mail.'"

Wynes has been meeting with retailers, including marketing and consumer affairs departments across the country to bring them up-to-date on the new brand and PBH public relations and marketing plans for the March 19, 2007 launch.

Wynes added that licensed retailers will benefit from PBH's new Retail Advertising Toolkit, planned for distribution in late November. The toolkit contains ad slicks, layouts, copy and templates for retailers to use in their own Fruits & Veggies -- More Matters promotion.

The Fruits & Veggies -- More Matters brand replaces 5 A Day The Color Way and all other 5 A Day program logos, and will be the focus of all current and future PBH national public relations and marketing efforts, including partnerships with national parenting magazines and a new consumer Web site slated to go live March 2007. Existing materials carrying 5 A Day The Color Way or other 5 A Day program graphics and messaging must be phased out by January 1, 2009.

Retailers interested in becoming licensed to use the new Fruits & Veggies -- More Matters brand are asked to contact Bryant Wynes, at [email protected] or (302) 235-2329.
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