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The Produce for Better Health Foundation (PBH) and Centers for Disease Control and Prevention (CDC) announced that they are developing a new brand message designed to support the existing “Fruits & Veggies-More Matters” initiative that was launched in 2007, but has not yet succeeded in getting the American public to eat enough fruits and vegetables.

According to the announcement, “PBH and CDC have worked together to craft a positioning statement and new supporting brand messages that, along with the existing Fruits & Veggies-More Matters core brand messages, will be used in media distributions, public relations outreach, educational materials, and other points of contact with consumers, to encourage them to eat more nutritious fruits and vegetables.”

The positioning statement and new supporting brand messages are:

Make fruits & veggies about half of what you eat, every time you eat. A supporting statement for the 2010 Dietary Guidelines and Fruits & Veggies-More Matters that helps quantify for Americans how many daily servings of fruits and vegetables they should consume.
Better Health Options. Combined with physical activity, eating the right amount of fruits and veggies can keep your family healthy and going strong.

Good Nutrition “Eating and drinking colorful fruits and veggies provides a natural variety of vitamins, minerals, phytonutrients and fiber that allow you to be your best everyday.”
Taste. “Fruits & veggies provide naturally flavorful tastes and textures that satisfy everyone's palate - alone or in recipes.”
Simple to Do/Within Reach. “No points.  No complex program.  Fruits and veggies offer a great value - good for your budget, good for your body.”
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