Last week, the Executive Committee of the Produce for Better Health Foundation (PBH) released a statement proposing a national fruit and vegetable promotion board with the objective of improving the overall health of Americans by increasing fruit and vegetable consumption.

In response to this potentially influential initiative, United Fresh has added a new workshop to discuss the PBH proposal at the upcoming United Fresh 2009 Convention in Las Vegas, Nev. The town hall-style workshop will give members of the industry the opportunity to engage in a dialog with PBH in order to have questions answered and concerns addressed.

Featured at the April 22 workshop will be PBH President and CEO Elizabeth Pivonka and PBH Chairman Paul Klutes of CH Robinson.

"As a member of the PBH Executive Committee, I encourage the industry to give serious consideration to the potential of a national research and promotion board as a vehicle to raise the kind of funds needed for an effective promotion program," said United Fresh President and CEO Tom Stenzel. "But, I also think it's critical that we listen to the companies who would have to support this type of initiative financially, and make sure to tailor any potential program to the real needs of the industry."

Stenzel added that United Fresh input would be instrumental in the shaping of the PBH plan moving forward.

"Without broad industry support," he said, "this will not move forward. Thus, the United Fresh Board will be asking all of our members for input, and weighing whether a promotion board can be organized in a way that can truly help increase produce consumption and grow our business."

Admission to the workshop is included in the United Fresh 2009 All Access Pass and more information about all of United Fresh 2009's offerings can be found here.