• Promo, Tuesday, February 20, 2007 11:45 AM

A national branding campaign that encourages consumers to eat more fruits and veggetables kicks off in-store and online next month with the tagline: "Fruits & Veggies-More Matters."

Sponsored by the non-profit Produce for Better Health Foundation, the campaign also features a national recipe contest that runs through May 31. Entrants submit a recipe featuring fruits or vegetables and explain how they have increased their family's produce consumption. Two grand-prize winners win a family trip to a Culinary Institute of America (CIA) campus in New York or California.

San Francisco school kids will launch the campaign by judging a cook off between two chefs from CIA at a Safeway supermarket on March 19. In addition, a new consumer Web site--FruitsandVeggiesMoreMatters.org--will host nutrition tips, recipes and meal planning. A kids' section will have kid-friendly recipes, as well as games, coloring pages and puzzles.

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