(Nov. 14) In the spring, shoppers should see the Fruits & Veggies — More Matters brand in thousands of retail stores throughout the country.

The Produce for Better Health Foundation, Wilmington, Del., recently added three retailers to the list of companies that have signed licensing agreements to use the new brand. Now, 14 retail partners represent more than 9,500 stores nationwide, said Bryant Wynes, senior executive of retail marketing.

The most recent agreements were with Felpausch Food Centers, Hastings, Mich., Publix Super Markets Inc., Lakeland, Fla.; and Lowe’s Food Stores, Winston-Salem, N.C.

Wynes said several other agreements with major retailers are in the works.

PBH plans in late November to distribute a new advertising toolkit, including ad slicks, templates and copy, to licensed retailers. The materials offer consumer-friendly tips, such as how to select fruit and how to encourage children to eat more produce, Wynes said.

“It’s not preachy,” he said. “It’s designed to make it easier for them to choose and use more produce.”

The official launch date for More Matters is March 19. Consumers might see some new logos before then because some retailers already are ordering bags and other items with the logos, Wynes said.

“The real impact of using the logo will occur with the official launch and the press coverage,” Wynes said.

More retailers join PBH in pushing new brand
PBH's new brand, shown here, replaces the group's 5 a Day for Better Health concept and its logos.