In an effort to promote the importance of fruits and vegetables in our daily diet, beginning March of 2007, the Cooperative Extension Service Office of the College of Tropical Agriculture and Human Resources at UH Manoa (CES-CTAHR), will help launch a national initiative, "Fruits & Veggies – More Matters™", hosted by the Produce for Better Health Foundation (PBH) and Centers for Disease Control and Prevention (CDC).  CTAHR's Cooperative Extension Service will serve as the state program coordinator for the Hawai'i initiative.

The new "Fruits & Veggies – More Matters™" will replace the 5 A Day campaign.  "In view of the new dietary guidelines increasing the recommended amount of fruits and vegetables, a new consumer message was needed to build on the increased awareness and move toward changing behavior," said Mary Kay Solera, CDC's Fruit and Vegetable Program Manager.  "The program will leverage the 5 A Day heritage and success to further inspire and support consumers to eat more, showcasing the unrivaled combination of great taste, nutrition, abundant variety and various product forms."  This new campaign will be under the National Fruit & Vegetable Program, a confederation of industry, government and not-for-profit groups working collaboratively and synergistically to increase the consumption of fruits and vegetables for improved health.

The Hawai'i steering committee is comprised of representatives from the American Heart Association, Dole Foods, HPC Foods, Ltd., University of Hawai'i at Manoa Department of Human Nutrition, Food and Animal Sciences, the United States Department of Agriculture (USDA) Farm Services Agency and the USDA Food and Nutrition Service.  The committee will lead efforts to heighten public awareness and overcome barriers such as availability, convenience and cost.

To learn more about the campaign, obtain free recipes, serving ideas and shopping advice, visit www.fruitsandveggiesmorematters.org and www.fruitsandveggiesmatter.gov.

About Produce for Better Health Foundation
Produce for Better Health Foundation is a 15-year-old nonprofit organization whose mission is to motivate people to eat more fruits and vegetables for a healthier America.  The foundation is co-chair and member of the National Partnership, consisting of government agencies, nonprofit organizations, and industry working in collaboration to expand nationwide efforts to increase consumption of fruits and vegetables for improved public health.

About Centers for Disease Control and Prevention
The Centers for Disease Control and Prevention is one of the 13 major operating components of the Department of Health and Human Services.  CDC's mission is to promote health and quality of life by preventing and controlling disease, injury and disability.  CDC is a member and co-chair of the National Partnership and, among other functions, serves as the leading health authority for 5 A Day and its successor program, Fruits & Veggies–More Matters.

Contact Information
Hawaii Fruits & Veggies - More Matters Program
1955 East-West Road #306
Honolulu, Hawaii 96822
Phone: (808) 956-4124
Fax: (808) 956-6457
E-mail: new@ctahr.hawaii.edu