Wal-Mart, Safeway Enlist in PBH More Matters

WILMINGTON, Del. - Wal-Mart and Safeway are the newest companies to join the new Fruits & Veggies -- More Matters license agreement initiative launched by the Produce for Better Health Foundation (PBH) here. All told, 33 retail companies representing approximately 20,000 individual retail stores across the nation have signed on with the More Matters campaign.

"We're still expecting agreements to come in from a few additional retailers and are in the process of distributing Retail Toolkits to those who have already returned signed agreements," said Bryant Wynes, PBH spokesman.

Wynes said that PBH's new 2007 Retail Advertising Toolkit was designed to help retailers generate excitement for the new Fruits & Veggies -- More Matters brand and drive sales of all forms of fruits and vegetables; fresh, frozen, canned, dried and 100 percent juice. The toolkit contains ad slicks, layouts, press release, radio commercial templates and more for retailers to use in their own Fruits & Veggies -- More Matters promotions. The materials focus on "tips and suggestions" that make it easy for consumers to add more fruits and vegetables to their daily diets.

"The new Fruits & Veggies-More Matters health initiative is PBH's response to the increased recommendations for fruits and vegetables in the Dietary Guidelines of Americans," said Elizabeth Pivonka, PBH's president and c.e.o. "We want to help moms achieve their goal of increasing the amount of fruit and vegetables their families are eating every day."

Total to date, nearly 170 companies, including growers, shippers, packers, processors, and retailers, have signed the Fruits & Veggies-More Matters license agreement. The new brand will be officially unveiled March 19, 2007 in a Safeway store.

Current Fruits & Veggies -- More Matters licensed retailers include: Associated Food Stores; Associated Grocers; Associated Wholesale Grocers; Big Y; Bozzuto's; Brookshire; Dierbergs; E.W. James; Felpausch Food Centers; Food Lion; Giant Eagle; Harris Teeter; Hy-Vee, Inc.; Key Food Stores Cooperative, Inc.; Lowes; Meijer, Inc.; Nash Finch; Price Chopper Supermarkets; Publix Super Markets, Inc.; Raley's; Redner's; Roche Bros.; SaveMart; Schnuck Markets, Inc.; Times Super Markets; United Supermarkets; Wal-Mart; Weis; and Wild Oats Markets, Inc. as well as all retail banners operated by Ahold USA, Kroger, Safeway and Supervalu.
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