(Jan. 19) Certain U.S. supermarkets operating under Dutch retailer Royal Ahold NV are among the first grocers in the country to adopt the Produce for Better Health Foundation’s revised produce consumption program called Fruits & Veggies -- More Matters.

Carlisle, Pa.-based Giant Food Stores LLC, consisting of stores under the Giant Food, Tops Markets and Martin’s Food Markets banners on the East Coast, announced Jan. 15 that it would look to PBH’s new slogan to boost fruit and vegetable consumption among consumers.

The new slogan replaces the Wilmington, Del.-based PBH’s old message, 5 a Day for Better Health, which begun as a state program in 1988 before eventually going national in 1991.

On March 31, 2006 the foundation announced the revised More Matters name and program. The program won’t officially launch until this coming March, but some companies have already jumped on board.

“It’s a New Year, so why not become a ‘New You’ by integrating more fruits and vegetables, the cornerstone of all healthy eating plans, into your diet,” said Beth Holmes, director of health and wellness for Giant Food Stores, in a news release.

Giant said the More Matters message is simple – regardless of how much produce one consumes, they could still benefit from adding more, the retailer said.

The program aligns with the USDA Dietary Guidelines for Americans, and Giant said studies have shown that even people eating five servings of fruits and vegetables per day may need to be munching on more. Under its guidelines, the USDA uses “cups” instead of “servings,” and places the ideal consumption level at 3 ½ to 6 ½ cups daily, depending on age, gender and other factors.

Giant Food said that it, Tops and Martin’s would support the new produce consumption initiative through weekly circulars, as well as through in-store cooking demonstrations, in-store nutritionists and later, activity sheets for children.