Hockessin, Del.-based Produce for Better Health Foundation is seeking help from college students to tackle the industry’s goal to increase consumption of fruits and vegetables.

A new program, Formula 5 Marketing Competition, will offers selected students the opportunity to influence fruit and vegetable marketing, sales and consumption in the U.S., according to a news release from PBH.

“I, along with our executive and marketing committees, are very excited to announce this new marketing competition to the industry,” Elizabeth Pivonka, president and chief executive officer of PBH said in the release.

Pivonka said in the release that it is significant that only marketing majors are invited to participate.

“We believe this uniqueness will prove beneficial when it comes to the proposals because the students themselves are not only current or potential consumers (of fruit and vegetables), likely haven’t been significantly influenced by past and current marketing strategies to increase fruit and vegetable sales (and consumption), and are learning traditional, non-traditional, and digital marketing techniques,” she said in the release.

In the program, small groups of junior and senior marketing students will create a complete marketing proposal and plan, including measures of success and financial details. Three to five proposals will be selected from among those submitted and team representatives associated with each proposal will be invited to attend PBH’s 2015 Annual Conference where the students will present the marketing proposal and plan to attendees, according to the release. Chosen students will be given two full days at the conference to interact with attendees, according to the release. The PBH annual conference is from March 16-18 in Scottsdale, Ariz.