PBH takes on consumer emotions and fear

Produce for Better Health Foundation BB #:157162 was forced to cancel its annual Consumer Connection Conference, which was scheduled for April 13-16, due to the COVID-19 virus.

So we did the next best thing and talked with PBH’s CEO Wendy Reinhardt Kapsak about how PBH is playing a role in getting consumers to keep eating healthily during the pandemic.

She said PBH continues to promote fruits and vegetables, but it has adjusted its efforts to be more hopeful and inspirational.

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PBH’s Have a Plant theme is now a year old, and Kapsak said it’s catching on.

“We’re really seeing Have a Plant, all of the work and investment, that the industry put into that, is paying off right now,” she said.

PBH is also connecting with consumers emotionally, she said, because it’s an emotional time. People have fears about many things including food, and PBH is using fruits and vegetables to help consumers feel hope and pride in keeping their families healthy and safe.