US-based consumer education group Produce for Better Health Foundation (PBH) has revealed that it is to begin a seven-month period of talks with the US fresh produce industry to discuss the formation of a national fruit and vegetable research and promotion board.
The decision was made following year-long discussions by a PBH-appointed task force, created to look into past barriers to the creation of such a board.
The objective of the new board would be to increase consumption of all forms of fresh produce for better health through the implementation of a comprehensive health marketing, communications and education effort, according to PBH.
'There was a great deal of thought that went into the development of the proposed promotion board because we wanted to give the industry a solid place from which to begin discussions,' said Mark Munger, outgoing chairman of PBH. 'It may be that nothing happens at all, but our hope is that the industry will give the effort fair consideration.'
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