When it comes to the “Fruits and Veggies — More Matters” campaign of the Produce for Better Health Foundation, companies in the produce industry are on the front lines, and the foundation plans to honor 40 of them for exceptional efforts.

PBH has named 40 non-retail companies as 2011 role models and champions. They are scheduled to be recognized at the foundation’s annual meeting March 30 in Monterey, Calif.

Elizabeth Pivonka, president and chief executive officer for the Hockessin, Del.-based PBH, said the companies have taken the lead in reminding consumers that increasing fruit and vegetable consumption is important for better health. She said one example of their efforts is the consistent use of the More Matters logo and messages on packaging and in promotions.

The industry champions include:

  • Grimmway Farms;
  • Phillips Mushroom;
  • Ruiz Sales; and
  • The U.S. Sweet Potato Council.

In addition to using the More Matters logo on packaging, bins, poly bags and totes, the champion companies linked to www.FruitsAndVeggiesMoreMatters.org, and used the logo and message in advertising and promotions.

Role model companies for 2011 also used the More Matters logo on packaging and linked to the campaign’s website. Their support also included speaking about the campaign during meetings, community outreach efforts and serving on PBH executive and board committees.

The 2011 role models include:

  • California Avocado Commission;
  • C.H. Robinson Worldwide Inc.;
  • Chelan Fresh Marketing;
  • Chiquita;
  • Del Monte Foods;
  • Del Monte Fresh Produce;
  • Dole Food Co.;
  • Domex Superfresh Growers;
  • Duda Farm Fresh Foods;
  • Giorgio Mushrooms;
  • Mushroom Council;
  • Pacific Coast Producers;
  • Pear Bureau Northwest;
  • Produce Marketing Association;
  • Rainier Fruit Co. Inc.;
  • Seneca Foods Corp.;
  • Stemilt Growers Inc.;
  • Subway World Headquarters;
  • Sun-Maid Growers of California;
  • U.S. Apple Association;
  • U.S. Potato Board; and
  • The Walt Disney Co.