Produce For Better Health Foundation Launches New Engagement Strategies To Attract Gen Z and Millennials
BRENTWOOD, MO - It's true—there is still much more room to grow in our industry when it comes to tapping Gen Z fresh produce consumption opportunities. Too often, those of us who inherently fall into this generation reach for alternative options when it comes to snacking or even preparing meals. The Produce for Better Health Foundation (PBH) has released its new 2021 Member Engagement Prospectus, which offers expanded opportunities to open the eyes of Gen Z and Millennial consumers to the joy of fresh produce.
“As we continue to navigate this uncertain world in which many Americans seek to improve their overall health and well-being, we must find unique ways to connect with consumers directly, while leveraging the influencers who reach them,” said PBH President and CEO Wendy Reinhardt Kapsak, MS, RDN. “I am certain the industry will be pleased with our new offerings that drive deeper emotional connectivity with the fruit and vegetable eating experience.”
PBH’s recent State of the Plate research reveals that Gen Z and Millennials continue to fall short on eating enough fruits and vegetables daily.
According to a company release, the 2021 Member Engagement Prospectus will include various proven marketing tactics, educational platforms, as well as advertorial strategies to challenge this problem, such as:
- Signature Events—PBH’s signature events span four points of influence: point-of-sale (retail), point-of-flavor (culinary/foodservice), point-of-inspiration (nutrition and lifestyle digital communicators), and point-of-awareness (media). The PBH event platform also includes two new events this year: The Media Meet-Up in the Spring and the Have A Plant® Nation Virtual Influencer Event in the Fall
- Influencer Engagement—An opportunity to reach and engage with PBH’s expanded Have A Plant Ambassador Network through unique influencer engagement tactics including, monthly Have A Plant Cook Alongs, private roundtable discussions, direct promotional mailings, dedicated email blasts, educational webinars, and more
- Retail Promotions—Offerings include comprehensive retail activations, seasonal digital toolkits for retail dietitians, topic-driven retail signage campaigns, as well as an exclusive Coborn’s E-Commerce promotion with shoppable recipes
- Digital and Social Media Marketing—A full takeover of PBH’s digital ecosystem, which includes a surround-sound approach to reach millions along with special content promotion packages, a series on www.fruitsandveggies.org, expert and retail dietitian authored editorials, including one penned by PBH’s President and CEO Wendy Reinhardt Kapsak, as well customized social media posts with a PBH Have A Plant Ambassador
- Celebratory Packages for National Fruits and Veggies Month—This year, PBH will be offering exclusive sponsorships to secure space in its digital ecosystem during this heightened time when fruits and veggies are front and center
“In 2021—the International Year of Fruits and Vegetables—PBH and our members are poised for success in the digital space where consumers are looking for information and craving inspiration,” said Member Engagement Director Sharese Roper. “As a member-driven organization, we have a fierce desire to showcase innovative companies and position delicious, plant-forward products as solutions in reversing America’s fruit and vegetable consumption crisis.”
To take advantage of the resourceful new offerings, you can click here to download the newly released 2021 Member Engagement Prospectus.
AndNowUKnow will continue to report on valuable opportunities within the fresh produce industry, so keep an eye out.