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Seed World's Giant Views  
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Elizabeth Pivonka,
Elizabeth Pivonka is the President and CEO of Produce for Better Health Foundation, a non-profit consumer education foundation, dedicated to improving the health of Americans by increasing daily fruit and vegetable servings. She guides the Foundation’s efforts to work through industry members and government partners to advance the overall effort of increasing fruit and vegetable consumption through past implementation of the 5 A Day Program and now through the rollout of the new Fruits & Veggies – More Matters health initiative.

 

The role of Produce for Better Health Foundation
“We’ve been able to get a diverse group of people focused on the same message.”

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Status of Vegetables
“Vegetables are the world’s perfect food.”

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Improving Vegetable’s Nutritional Profile
“I’d rather see work in the taste or convenience area as opposed to nutrient content.”

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Health Claims
“It took the nut industry 3-5 years.”

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The Complexities of getting Health Claims
“Without a process in place other functional foods could be promoted to the detriment of fruits and vegetables.”

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Produce for Better Health’s New Branding Initiative
“We’d love to have the seed industry more involved.”

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A Garden in Every School program
“We could work with a seed company to package that kind of program.”

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