Beyond the YUM Factor:Beyond the YUM Factor: Marketing the Health Benefits

of Fruits and VegetablesPresented by:

Lisa Graves, MS, RDExtension SpecialistExtension Specialist

Foods and Nutrition DepartmentPurdue University

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Purdue University

Objectivesj• Offer basic marketing tips related to

h lth b fit f f it d t blhealth benefits of fruits and vegetables• Share resources for producers to

market fruits and vegetables • Provide resources for producers to p

share with consumers

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Why do we eat what we eat?Why do we eat what we eat?

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Why do we eat what we eat?y• 2,967 adults responded to surveys to

examine taste, nutrition, cost, convenience, & weight control on personal dietary patterns

• Responses about usual and recent consumption and a food diary

• Results: #1- TASTE, #2 – COST• Application: promote nutritious foods as

being tasty and inexpensive

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J Am Diet Assoc. 1998:98:1118-1126

Maybe it is all about the YUM factor?

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Don’t Overlook the Health Benefits

“Diets rich in fruits and vegetables may d h i k f freduce the risk of some types of cancer

and other chronic diseases.”

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Dietary Guidelinesy• On average, Americans of all ages consume

too few vegetables fruits high fiber wholetoo few vegetables, fruits, high-fiber whole grains, low-fat milk and milk products, and seafood and they eat too much addedseafood and they eat too much added sugars, solid fats, refined grains, and sodium.– Dietary Guidelines Advisory Committee Report, y y

2010 (http://www.cnpp.usda.gov/DGAs2010-DGACReport.htm)

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1 of the 4 Major Findingsj g

• Shift food intake patterns to a more plant-based diet that emphasizes vegetables, cooked dry beans and peas, fruits, whole grains, nuts, and seeds.

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Marketingg• Know your product• Know your consumers• Form partnershipsp p• Know your avenues for marketing• Utilize resources• Utilize resources

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Know Your Product• How it’s grown• Know how to cook with it or serve it with

other foods– www.fruitsandveggiesmorematters.org

(Do have to be licensed to use their logo.)

Purdue University is an Equal Opportunity/Equal Access institution.

Purdue University is an Equal Opportunity/Equal Access institution.

Purdue University is an Equal Opportunity/Equal Access institution.

Purdue University is an Equal Opportunity/Equal Access institution.

Know Your Product• Use the growing season to your

d tadvantage– www.harvestofthemonth.com

Look for the monthly elements– http://www.in.gov/isda/2741.htm

Savor the season

Purdue University is an Equal Opportunity/Equal Access institution.

Purdue University is an Equal Opportunity/Equal Access institution.

Purdue University is an Equal Opportunity/Equal Access institution.

Purdue University is an Equal Opportunity/Equal Access institution.

Purdue University is an Equal Opportunity/Equal Access institution.

Know Your Product• Know the nutritional information

– www.FDA.govNutrition information for raw fruits and vegetables

• Know how to save it for later– www.ces.purdue.edu

Go to Education Store to access free downloadable sheets on storing and preserving fruits and vegetablesfruits and vegetables

Purdue University is an Equal Opportunity/Equal Access institution.

Purdue University is an Equal Opportunity/Equal Access institution.

Know Your Consumers• Provide them with accurate and reliable

i f tiinformation– Consider the source– FDA has rules about using health claims

• http://www.fda.gov/Food/LabelingNutrition/LabelCl i /d f lt htClaims/default.htm

– How much research has been doneC t t FDA– Contact FDA

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Resources for Consumers• Purdue Extension

– 1-888-EXT-INFO• USDA’s Food and Nutrition Information

Center– http://fnic.nal.usda.govp g

consumer corner for fruits and vegetables

Purdue University is an Equal Opportunity/Equal Access institution.

Purdue University is an Equal Opportunity/Equal Access institution.

Resources for Consumers• MyPyramid

– www.MyPyramid.gov• Inside the Pyramid• Health benefits• Menu planner• Food galleries• Food galleries

Purdue University is an Equal Opportunity/Equal Access institution.

Purdue University is an Equal Opportunity/Equal Access institution.

Form Partnershipsp• Farm-to-School

– http://www.fns.usda.gov/cnd/f2s/default.htm• Work with school food service directors• Fresh Fruit and Vegetable Program• Local farmers’ markets• Local farmers markets

– http://www.in.gov/isda/2342.htmOth d• Other producers

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Know Your Avenues for MarketingMarketing

• Website• Brochures• Business cards• Social networking• Blogs• Blogs

Purdue University is an Equal Opportunity/Equal Access institution.

Know Your Avenues for MarketingMarketing

• Produce for Better Health– www.fruitsandveggiesmorematters.org

Go to “Community” tabPromote an event or activityFree to anyone and don’t have to be a donor

Purdue University is an Equal Opportunity/Equal Access institution.

Purdue University is an Equal Opportunity/Equal Access institution.

Utilize Resources• F&V Resource Guide

– http://www.doe.in.gov/food/fresh_fruit/resource_guide.pdf

Purdue University is an Equal Opportunity/Equal Access institution.

Purdue University is an Equal Opportunity/Equal Access institution.

Further Questions

Lisa GravesLisa Graveslgraves@purdue.edu

765-494-2828

Purdue University is an Equal Opportunity/Equal Access institution.