Produce for Better Health Foundation (PBH) is a nonprofit organization that leverages private industry and public sector resources to promote fruits and vegetables directly to consumers. Facing a new generation of food consumers, PBH sought to replace their aging website and consumer campaign “Fruits & Veggies—More Matters.” We began by engaging our research team to better understand the millennial and Gen Z target audiences, and their perceptions and food habits.
A complete UX rethink combined two websites into one. The PBH visual system was updated and the old consumer-facing program name and logo was replaced with the more purposeful "Have A Plant." We targeted our Millennial and Gen Z audiences with an influencer strategy: Recruiting a network of food, nutrition and lifestyle experts with advice on enjoying more fruits and vegetables every day. The RDs, chefs, sports nutrition and fitness gurus contribute monthly content to PBH’s website and social platforms.