Produce for Better Health Foundation is beaming Fruits & Veggies — More Matters messages to millions of people visiting the heart of New York.

Produce for Better Health beams Times Square health messageThrough a 26-foot-by-20-foot billboard display in Time Square at 42nd Street between 7th and 8th Avenues in Manhattan, the Hockessin, Del.-based PBH’s Fruits & Veggies — More Matters digital advertisement helped usher in the new year by spreading its messages about the health benefits of fruits and vegetables.

The 10-second videos show consumers the importance of how eating more fruits and vegetables can benefit their health through fighting obesity and preventing diabetes and high blood pressure, according to a news release.

The video ends with a call to action by requesting viewers “Join America’s More Matter Pledge” to encourage increased consumption of fruits and vegetables, according to the release.

“This was a rare, but, huge marketing opportunity for PBH; a chance to communicate our important message of consumption on one of the world’s biggest and brightest stage — at a fraction of the cost,” Elizabeth Pivonka, PBH’s president and chief executive officer, said in the release. “Whether tourists, employees, residents, or vehicles and taxis passing through, the exposure is unrivaled and strategic to our efforts to reach consumers, raise awareness, and increase visibility of the Fruits & Veggies — More Matters’ message and brand.”

Funded in part by Oviedo, Fla.-based Duda Farm Fresh Foods Inc., and Los Angeles-based Paramount Farms Inc., the billboard sequence runs every hour from 6 a.m. until midnight through the end of March.