Health

Fruits and Vegetables Get a Star-Studded Marketing Push

Published

10 years ago

February 26, 2015

In this April 24, 2014 file photo, a variety of healthy fruits and vegetables are displayed for sale at a market in Washington. A 12-year study released Monday, Sept. 1, 2014, shows a steady improvement in American’s eating habits, but food choices remain less than ideal. (AP Photo/J. Scott Applewhite, File)

CANDICE CHOI, AP Food Industry Writer

NEW YORK (AP) — What if cauliflower got the same type of marketing firepower as candy bars and potato chips?

A campaign being launched Thursday plans to put that premise to the test by enlisting celebrities including actress Jessica Alba and NBA star Stephen Curry to shill for fruits and vegetables.

The campaign was announced by the Partnership for a Healthier America, which works with private companies and was created in conjunction with first lady Michelle Obama’s Let’s Move! initiative to get families to eat better and exercise. The push is being called “FNV,” which is intended to be a catchier way to refer to “fruits and vegetables.”

“We were inspired by the big brands and, can we do what they’re able to do?” said Lawrence Soler, CEO of the Partnership for a Healthier America.

To start, the campaign will primarily be on social media networks like Twitter, where short videos featuring Alba and NFL quarterbacks Colin Kaepernick and Cam Newton will be posted. Additional videos will be released in coming days starring Curry, New York Giant Victor Cruz and others.

A teaser video for the broader campaign to be posted online Thursday features stars with fruits and vegetables set to music, with the words “PREPARE TO BE MARKETED TO” flashing on the screen. Around spring, a marketing push including TV and print ads is slated to hit two markets — Fresno, California, and Hampton Roads, Virginia.

Over time, Soler said the idea is to expand the campaign more broadly, although plans haven’t been pinned down.

The FNV campaign was created by the ad agency Victors & Spoils, which lists clients including Coca-Cola and General Mills. The agency got involved after being asked to cook up a similar effort for broccoli in 2013 for a New York Times story by Michael Moss, author of “Salt, Sugar Fat: How the Food Giants Hooked Us.”

Andrew Nathan, chief marketing officer for Victors & Spoils, noted that fruits and vegetables are already attractive subjects with vibrant colors and interesting flavors. The only thing they lack is the “marketing pixie dust” that makes packaged foods so irresistible, he said.

“Obviously, our inspiration for all this was behaving like a big, iconic brand,” Nathan said.

The concept proposed in the New York Times story had already been getting attention; Nathan said Victors & Spoils has since been tapped to create a similar campaign for a major broccoli producer. There have been other efforts to spruce up the way produce is marketed, too. In 2010, baby carrot farmers ran an “Eat ‘Em Like Junk Food” campaign for the miniature snacks in Cincinnati and Syracuse, N.Y.

Todd Putman, chief commercial officer of bagged carrot maker Bolthouse Farms, said that push resulted in an increase in carrot sales in the two markets, and has helped shape how the company markets its various offerings, including premium juices.

“For years, people have been advertising fruits and vegetables in a very rational way,” he said, noting that messages around produce are usually about how many daily servings people should eat.

He said FNV was a continuation of the idea that fruits and vegetables should be marketed in a more “emotive” way.

During her remarks on stage at the Partnership for a Healthier America summit, the first lady expressed excitement for FNV.

“If folks are going to pour money into marketing unhealthy foods, let’s fight back with ads for healthy foods,” she said.

Among those providing financial and other support for FNV are Bolthouse Farms, which is owned by Campbell Soup, and the Produce Marketing Association, a trade group whose members include Sunkist, Dole, Wal-Mart and Chick-fil-A. Other supporters include the Robert Wood Johnson Foundation and Alba’s Honest Company, which makes baby and home products.

Putman said FNV already has about $5 million in funding, with plans to continue raising funds. Still, it’s up against the considerable resources of big food marketers.

For the first nine months of last year, for example, McDonald’s Corp. spent $587.6 million on TV advertising in the U.S. alone, according to Kantar Media. Coca-Cola Co. spent $265.2 million.

Michael Jacobson, executive director of the Center for Science in the Public Interest in Washington, D.C., said an advertising campaign for fruits and vegetables could be powerful in influencing eating decisions, but that its effectiveness would depend on how much support it gets and how persistent it is.

“A lot of money for one day won’t do anything,” he said.

___

AP Writer Darlene Superville contributed from Washington, D.C.

___

Follow Candice Choi at www.twitter.com/candicechoi

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Activism

LIVE! — TOWN HALL ON RACISM AND ITS IMPACT — THURS. 11.14.24 5PM PST

Join us for a LIVE Virtual Town Hall on the Impact of Racism hosted by Post News Group Journalist Carla Thomas and featuring Oakland, CA NAACP President Cynthia Adams & other Special Guests.
Thursday, November 14, 2024, 5 p.m. – 6:30 p.m. PST

Published

2 weeks ago

November 12, 2024

Oakland Post

Discussion Topics:
• Since the pandemic, what battles have the NAACP fought nationally, and how have they impacted us locally?
• What trends are you seeing concerning Racism? Is it more covert or overt?
• What are the top 5 issues resulting from racism in our communities?
• How do racial and other types of discrimination impact local communities?
• What are the most effective ways our community can combat racism and hate?

Your questions and comments will be shared LIVE with the moderators and viewers during the broadcast.

STREAMED LIVE!
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California Black Media

Gen. Election Update: Tracking Your Votes on Ballot Propositions — and What They Mean for Our Communities

In the Nov. 5 General Election, Californians cast their votes on ten propositions addressing issues from education and climate funding to prison labor and the minimum wage.

Published

3 weeks ago

November 6, 2024

Oakland Post

By Joe W. Bowers Jr., California Black Media

In the Nov. 5 General Election, Californians cast their votes on ten propositions addressing issues from education and climate funding to prison labor and the minimum wage.

Below is a breakdown of the propositions, their potential impact and an update on how we voted on them.

Likely to Pass:

Proposition 2: Bonds for Public School and College Facilities
With 56.7% support, Prop 2 is on track to pass. This measure would allocate $10 billion to repair and upgrade K-12 and community college facilities, especially in under-resourced schools. For students, this funding could lead to safer and more supportive learning environments.

Proposition 3: Constitutional Right to Marriage
Prop 3 currently has 61.4% support and is likely to pass. This measure aims to amend California’s constitution to affirm marriage rights for all. For LGBTQ+ individuals in our communities, this is a powerful affirmation of equality and inclusion.

Proposition 4: Bonds for Water, Wildfire, and Climate Risks
Currently passing with 57.8%, Prop 4 is on track to deliver $10 billion for projects that address water quality, wildfire prevention, and climate resilience. This could have a significant impact on communities that face the harshest effects of climate change.

Proposition 34: Restricts Spending of Prescription Revenues
Prop 34 is narrowly passing with 51.4% support, indicating that it may succeed. The measure would require specific healthcare providers to use 98% of revenue from federal drug discount programs on direct patient care. This could improve healthcare access for low-income residents.

Proposition 35: Provides Permanent Funding for Medi-Cal
With 66.8% of voters in favor, Prop 35 is on course to pass, securing permanent funding for Medi-Cal, California’s low-income healthcare program. For many in our communities who depend on Medi-Cal, this measure promises stability and continued access to essential healthcare services.

Proposition 36: Increased Sentencing for Certain Drug and Theft Crimes
With strong support at 70.5%, Prop 36 is poised to pass, increasing penalties for specific theft and drug offenses. This measure would partially roll back sentence reductions established by Prop 47, sparking concerns about potential increases in incarceration rates.

Likely to Fail:

Proposition 5: Bonds for Affordable Housing and Infrastructure
With 56.4% of voters opposed, Prop 5 is likely to fail. The measure aimed to reduce the voting threshold for local bonds from two-thirds to 55%, making it easier to fund affordable housing. Without it, local governments will continue to face higher approval requirements, potentially slowing progress on affordable housing solutions.

Proposition 6: Eliminates Forcing Inmates to Work
Currently failing with 54.9% opposed, Prop 6 is expected to be defeated. This measure would have ended involuntary labor for incarcerated individuals, a practice critics argue disproportionately affects Black inmates. It’s likely failure means the prison labor system will remain unchanged.

Proposition 32: Raises Minimum Wage
With 52.1% of voters opposing it, Prop 32 appears likely to fail. This measure would have raised the minimum wage to $18 an hour. While proponents argued it would provide greater financial stability for low-wage workers.

Proposition 33: Local Government Residential Rent Control
With 61.9% voting “no,” Prop 33 is expected to fail, meaning that local governments won’t gain expanded authority to enact rent control. Real estate groups argued that this measure could hinder housing development. Its failure means that current rent control laws will remain in place, leaving fewer protections for renters.

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California Black Media

Covered California Open Enrollment Began Nov. 1

Open enrollment for Covered California kicked off on Nov. 1, 2024, offering individuals, families, and businesses a chance to secure quality, affordable health insurance for the upcoming year. This annual enrollment period allows California residents to choose from a variety of health plans that meet their specific needs. Covered California offers comprehensive coverage, including preventive care and financial assistance to help eligible applicants lower their monthly premiums.

Published

3 weeks ago

November 6, 2024

Oakland Post

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By Bo Tefu, California Black Media

Covered California offers comprehensive coverage, including preventive care and financial assistance to help eligible applicants lower their monthly premiums. The program features insurance plans from leading providers, ensuring access to essential health services such as doctor visits, hospital care, and mental health services.

This year, notable updates include expanded financial assistance, which increases the support available for eligible households to help offset monthly costs. Additionally, consumers will find greater plan flexibility, allowing them to select options that fit their lifestyles and budgets. Access to no-cost preventive services — like vaccinations, screenings, and annual check-ups — remains a priority.

Key enrollment deadlines are set as follows:

The open enrollment period runs from Nov. 1, 2024, to Jan. 31, 2025.
Those who enroll by Dec. 15, 2024, will have their coverage start on Jan. 1, 2025.

To facilitate enrollment, applicants can fill out an inquiry form on the Covered California website, reach out to Certified Enrollment Counselors, or contact Covered California directly at (888) 234-5366 or via email at GetCovered@cbhn.info.

The California Black Health Network (CBHN) collaborates with Covered California to advocate for health equity, focusing on underserved communities, including unemployed and gig workers. CBHN’s certified enrollers engage in outreach and onsite signups to help individuals access affordable healthcare options.