Produce for Better Health Reaches Millions of Consumers During Annual Consumer Connection Conference; Cathy Burns and Katie Calligaro Discuss
WILMINGTON, DE - That’s a wrap! Produce for Better Health (PBH) recently closed out its annual Consumer Connection Conference last month in Scottsdale, Arizona. The event brought a host of influential members together with a goal of improving fruit and vegetable consumption under the International Fresh Produce Association’s (IFPA) Foundation for Fresh Produce (FFP).
“The recent PBH Consumer Connection Conference highlighted our industry’s desire to come together—from suppliers, buyers, retail dietitians, to media influencers—and explore strategies and tactics to drive consumer demand for fruits and vegetables,” said IFPA and FFP Chief Executive Officer Cathy Burns. “Through the collaborative efforts of our Foundation for Fresh Produce and International Fresh Produce Association, our industry has considerable momentum as we strive to change the trajectory of human health and grow a healthier world for all.”
As highlighted in a press release, this event marked the first of its kind within the organization’s new positioning under the IFPA’s FFP.
During the highly attended event, 37 hosted VIPs magnified content, shared learnings, spotlighted inspirational culinary creations, and more to their consumer audiences. These positive messages reached nearly 2 million consumers, with over 2.5 million impressions on PBH’s social media channels over the course of the week.
“These metrics have doubled compared to the 2022 event, with a particular nod to an increase in LinkedIn posts from produce industry marketers, as well as a large interest in the Facebook Live Event, which demonstrates an energy of plant-passionate advocates orbiting us like we’ve never felt before,” said Katie Calligaro, Director, PBH Marketing and Communications, IFPA. “Arming consumers with hacks and tips for how to easily eat and enjoy more produce is clearly resonating with our audiences, and we were able to bring this to life for them by amplifying content influencers were posting and sharing in real-time. This unique approach firmly keeps consumers at the center of passion and produce.”
Educational sessions, networking receptions, meals, and PBH’s Signature Social Soiree Event made this an industry gathering not to be missed. In addition, attendees even kicked off the event with a Party For Produce: Celebrating The Power of Collaboration.
Click here to learn more about this successful event.
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