For Immediate Release
March 20, 2007

KDHE Office of Communications, 785-296-0461

State, National Groups Launch New Fruits and Veggie Campaign

To inspire and support consumers to eat more fruits and vegetables, the Kansas Department of Health and Environment (KDHE) joined Produce for Better Health and the Centers for Disease Control and Prevention today to launch the new public health initiative, Fruits & Veggies—More Matters, which will replace the “5 A Day” Program.

The launch event was held at the Dillons grocery store on 29 th and Urish in Topeka. Speakers from KDHE, Dillons and the community expressed their support of the new initiative and about the importance of consuming more fruits and vegetables for the overall public good, for industry, and for the well being of their families.

While research indicates that more than 50 percent of adult consumers know they need to eat five or more servings of fruits and vegetables per day, more than 80 percent of all Kansans do not eat the recommended amount.

“Eating more fruits and vegetables is a great step in the right direction to improve our overall health and wellness,” said Governor Kathleen Sebelius. “It’s important we make smart health choices with the foods we choose.”

Fruits & Veggies—More Matters supports the Governor’s statewide initiative, Healthy Kansas (, whose mission is to help Kansans eat healthy, increase activity and eliminate tobacco use.

“Fruits & Veggies—More Matters will be an important component to the Healthy Kansas initiative,” said Roderick Bremby, Secretary of KDHE. “It will include outreach on a state level to power the message that eating healthy, especially consuming the recommended amount of fruits and vegetables, makes a difference in the overall health of Kansas.”

Fruits & Veggies—More Matters will leverage the 5 A Day heritage and success to further inspire and support consumers to eat more fruits and vegetables, showcasing the unrivaled combination of great taste, nutrition, abundant variety and various product forms. It also will build upon the body of science that indicates that increased daily consumption of fruits and vegetables may help prevent many chronic diseases and help manage weight.

Fruits & Veggies—More Matters was also developed in response to the latest 2005 Dietary Guidelines for Americans that recommends 4-13 servings, or 2-6.5 cups of fruits and vegetables per day (go to to find out how much you need).

According to Jennifer Church, the Nutrition and Physical Activity Program Manager for KDHE, the new initiative doesn’t use specific numbers of servings that might alienate consumers. “Fruits & Veggies—More Matters is straight-talking, optimistic, and passionate and was developed to inspire consumers to enjoy fruits and veggies at every opportunity,” she said.

Fruits & Veggies—More Matters is a dynamic initiative that consumers will see in stores, online, at home and on packaging. A new consumer Web site,, will offer recipes, serving ideas and shopping advice. It will include activities and tips for getting children involved and exploring the different varieties of fruits and veggies that the whole family loves to eat.