The "Fruits and Veggies- More Matters"  message has been around for just a few years, but the Produce for Better Health Foundation is supporting this "core message" with what is being called "updated supporting messages." From PBH:

Fruits and Veggies-More Matters Releases Updated Supporting Brand Messages

New Messages Debut in March, Fruits & Veggies-More Matters Anniversary Month

Hockessin, Del.- To encourage Americans to eat more fruits and vegetables and update the, then 15-year-old, "5 A Day for Better Health" program, Produce for Better Health Foundation (PBH) and Centers for Disease Control and Prevention (CDC) unveiled a new public health initiative, Fruits & Veggies-More Matters®, in 2007. The launch of Fruits & Veggies-More Matters coincided with the release of a new article in the American Journal of Preventive Medicine showing that most Americans do not eat enough fruits and vegetables. Even though consumption numbers have since come up for specific groups, like children ages 2 -12, 18 - 34 year-old males, and females age 18 - 54, most Americans still aren't eating enough fruits and vegetables.

PBH and CDC have worked together to craft a positioning statement and new supporting brand messages that, along with the existing Fruits & Veggies-More Matters core brand messages, will be used in media distributions, public relations outreach, educational materials, and other points of contact with consumers, to encourage them to eat more nutritious fruits and vegetables. The positioning statement and new supporting brand messages are:

Make fruits & veggies about half of what you eat, every time you eat.

- A supporting statement for the 2010 Dietary Guidelines and Fruits & Veggies-More Matters that helps quantify for Americans how many daily servings of fruits and vegetables they should consume.

Better Health Options

- Combined with physical activity, eating the right amount of fruits and veggies can keep your family healthy and going strong.

Good Nutrition

- Eating and drinking colorful fruits and veggies provides a natural variety of vitamins, minerals, phytonutrients and fiber that allow you to be your best everyday.


- Fruits & veggies provide naturally flavorful tastes and textures that satisfy everyone's palate - alone or in recipes.

Simple to Do/Within Reach

- No points. No complex program. Fruits and veggies offer a great value - good for your budget, good for your body.

"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," said Elizabeth Pivonka, Ph.D., R.D., PBH president and CEO. "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."

Don't forget the original Fruits & Veggies-More Matters core messages. They are:

* Fruits and veggies provide the unrivaled combination of great taste, nutrition, abundant variety and multiple product forms.

* Eating fruits and veggies matters in maintaining a healthy weight and may reduce the risk of many diseases.

* All product forms of fruits and veggies count - fresh, frozen, canned, dried, and 100% juice.

* Eating a colorful variety of fruits and veggies provides a wide range of valuable nutrients, like fiber, vitamins, and potassium.

* Every step taken towards eating more fruits and veggies and getting more physical activity helps families be at their best.

PBH would like to see all fruit and vegetables industry members capitalize on the new supporting messages, along with the Fruits & Veggies-More Matters core messages, in consumer communications in March and beyond! The new messages fit in with this National Nutrition Month theme of "Eat Right with Color" and with the new 2010 Dietary Guidelines for Americans recommendation to fill half our plates with colorful fruits and vegetables at every meal and snack. These messages of health, nutrition, taste, and within reach are evergreen and can be used in any consumer-oriented copy text.

TK: Clearly, the most intriguing "brand message" among the group is "Make fruits & veggies about half of what you eat, every time you eat." 
It is a message that is easy to grasp and I hope that this "brand message" is embraced by the trade. If it is embraced, it may in time eclipse the More Matters message in its importance to generic fruit and vegetable promotion.