The Foundation for Fresh Produce has earned a Gold Plate Award from the FMI Foundation for its efforts in connecting National Family Meals Month and National Fruits and Veggies Month, which are both celebrated in September.
The accolade honors “exceptional initiatives created by food retailers, suppliers and community collaborators to promote more families sharing meals together at home,” according to a news release.
Recognized in the Community Collaborator category, the Have A Plant at Family Meals initiative magnified the importance of shared meals which can be amplified by including delicious fruits and vegetables, the release said. The Foundation for Fresh Produce says the content was disseminated through various parts of its digital ecosystem, including on fruitsandveggies.org, social media channels through Facebook Live cook-alongs and in consumer and influencer newsletters, and was also amplified through Have A Plant ambassador channels, as well as sharing tools in the NFVM 2023 Toolkit.
“Receiving the Gold Plate Award from the FMI Foundation underscores our commitment to supporting increased produce consumption and how collaboration in our industry is key to breaking through to consumers,” Katie Calligaro, director of marketing and communications for FFP at the International Fresh Produce Association, said in the release. “Making it easy for both the industry, retail dietitians and of course consumers, with unified messaging that incorporates eating more fruits and vegetables at family meals is a tactic proved to be successful and that we intend to continue not just September, but all year long.”
The Foundation for Fresh Produce says family meals play a pivotal role every day, especially during National Fruits and Veggies Month, which is why each year’s campaign highlights this key intersection. Encouraging shared meals improves overall fruit and vegetable consumption, as well as fosters a positive environment that deepens relationships and ultimately improves physical health and mental well-being, the release said.
The teams also worked closely to develop an infographic for shared use, available at the FMI website.
“To continue to spread awareness and amplify this message, the produce industry must continue to support these collaborative initiatives,” Alex Dinovo, President and chief operating officer for DNO Produce and the Foundation for Fresh Produce’s incoming chair. “There is vast opportunity for cross-sector promotions integrating the various components of the plate and reinforcing the significance of a balanced diet. When different sectors unite, their collective efforts can reach diverse audiences, promoting the importance of incorporating fruits and vegetables into every meal.”
The foundation said the success of the 2023 National Fruits and Veggies Month campaign was highlighted by remarkable performance metrics, showcasing the extensive reach and engagement achieved; with 7.2 million social media impressions, the campaign resonated with a broad audience.
There were also over 1,000 media placements in consumer-facing news outlets, resulting in 158 million potential impressions and significantly contributing to the campaign's impact and visibility, according to the release. These metrics highlight the significant influence that advocating for the importance of incorporating produce into shared family meals can have, the foundation said.
More information working with the Foundation for Fresh Produce on messaging in September 2024 and beyond is available by contacting Calligaro at [email protected].