The Produce for Better Health Foundation has created a new positioning statement and brand messages for its Fruits and Veggies — More Matters health initiative.

The foundation formed the new messages to help encourage consumers to eat more fruits and vegetables, according to a news release.

“These new supporting brand messages do not replace our current Fruits & Veggies — More Matters core messages, but will be used to enhance and support them,” Elizabeth Pivonka, president and chief executive officer, said in the release. “We hope to see the entire industry include these new supporting messages in their consumer outreach efforts with the goal of increasing the consumption of healthy fruits and vegetables.”

The new messages include:

  • Make fruits and veggies about half of what you eat, every time you eat. This supporting statement for the 2010 Dietary Guidelines and Fruits & Veggies — More Matters initiative helps quantify how many daily servings of fruits and vegetables Americans should consume;
  • Better health options. Combined with physical activity, eating the right amount of fruits and vegetables can keep your family healthy and going strong; and
  • Good nutrition. Eating and drinking colorful fruits and vegetables provide a natural variety of vitamins, minerals, phytonutrients and fiber that allow you to be your best every day.

The foundation plans to use the new brand messages in media distributions, public relations outreach and educational materials.

The foundation launched its Fruits and Veggies — More Matters initiative in 2007 to modernize its then 15-year old “5 A Day for Better Health” program.