The FNV effort is powered by the Partnership for a Healthier America, which works with First Lady Michelle Obama and the private sector to make healthier choices easier for parents and families. With help from national and regional partners—including Avocados from Mexico, the Robert Wood Johnson Foundation, the Produce Marketing Association and Farm Fresh Supermarkets—FNV aims to shamelessly market fruits and veggies the same way that the world’s most iconic brands market their products.
Hampton Roads is one of two lead markets in the United States selected for the launch of this effort. We chose the area because it’s a diverse, vibrant community that we knew would embrace FNV. At the same time, local health data shows a clear need for increased fruit and veggie consumption: Hampton Roads leads the nation in colon cancer deaths, along with high rates for obesity and diabetes, all of which show diets low in fruits and vegetables as contributing factors.
You’ve probably seen celebrities like Jessica Alba, Colin Kaepernick, and Cam Newton on billboards, in newspapers, and around your local supermarket, using witty, tongue-in-cheek messaging (“Frozen Peas Don’t Just Make Great Ice Packs”) to get you to buy more fruits and vegetables. Still not convinced? New TV spots that began airing this month ask viewers which celebrity would be most likely to get them to eat their FNVs. Chime in on social media using the hashtag #SellMeFNV.
Also keep an eye out for the FNV Mobile Market, launched recently in partnership with Five Points Farm Market. The FNV Mobile Market will bring affordable, regionally sourced fruits and vegetables to areas of the community that need it most. In addition to fresh produce, the market will offer cooking demonstrations, live music, teen discounts and a special dollar-menu with a selection of fruit- and vegetable-based snacks. The FNV Mobile Market will be at the Y on Granby select Saturdays from 11 a.m. to 2 p.m., and at the Vivian Mason Center at Olney and Church Street every Monday from 5 to 8 pm. A complete schedule is available at 5ptsfarmmarket.org.
So look for the Mobile Market, visit your local Farm Fresh or sign your own FNV endorsement deal at fnv.com. Follow us on social media (@TeamFNV) to see your favorite fruits and veggies in a fun, fresh and sometimes even risqué (hey, FNVs need a nightlife too!) new light.
Currently in the spotlight for this innovative campaign, Hampton Roads can become a valuable model for implementing FNV nationwide. So prepare to be marketed to because the fruit and veggie marketing machine has arrived!