Birds Eye® Commits to Helping Kids Discover the Wonder of Vegetables

MOUNTAIN LAKES, N.J. (July 11, 2011)-- As part of the mission to help nourish kids and families anytime, anywhere, Birds Eye®, portfolio brand of Pinnacle Foods Group,  is announcing new initiatives that build upon their "Feed Kids Better" campaign. Two new programs, which are designed to help America be inspired and enabled to enjoy their vegetables, include a "Share the Wonder" grant program and a "Wonder of Vegetables" study.  Considering the USDA's recent call for America to fill half their plates with vegetables and fruit, Birds Eye wants to do their part to support this positive change.

Birds Eye began their commitment to "Feed Kids Better" in partnership with Share Our Strength's No Kid Hungry® Campaign – a national effort to help end childhood hunger in America by 2015. Together with Share Our Strength, Birds Eye is encouraging children and their families to discover the wonder of vegetables and connecting them with the nutritious food they need and love to lead active, healthy lives.

Share the Wonder Grant Program
To further their commitment, Birds Eye is kicking off their first-ever "Share the Wonder" grant program which provides financial rewards to nonprofit organizations that inspire communities and children to discover the wonder of vegetables. To launch the program, Birds Eye awarded an honorary grant to The Food Trust – a Philadelphia, PA nonprofit and community partner of Share Our Strength® that works to improve access to healthy, affordable food and to educate children and families about nutrition. 

"At Birds Eye, we are heralding a new age of vegetable appreciation to help feed kids better," said Rodrigo Troni, vice president of marketing for Birds Eye. "The Share the Wonder grant program allows us to recognize and reward organizations that are already helping their communities and children to discover the wonder of vegetables."

The grant program is open to individuals applying on behalf of a non-profit organization (or its equivalent). To enter simply visit www.Facebook.com/BirdsEyeVegetables through August 26, 2011.

The Wonder of Vegetables Research Initiative
To further discover new approaches to feed kids better, renowned food psychologist, Dr. Brian Wansink will lead the "Wonder of Vegetables" research to find out how Birds Eye can help change vegetable perceptions in America and ultimately, behaviors. Doctor Wansink is one of the nation's leading experts in eating behaviors and food psychology, author of Mindless Eating and director of the Food and Brand Lab at Cornell University. His research will examine children's attitudes and behaviors towards vegetables and explore new strategies to increase their desire to both eat and enjoy more vegetables.

"We are looking to unearth new approaches to help solve the woefully low intake of vegetables in this country," said Wansink, who is the president-elect of the Society for Nutrition Education. "One main focus will be on how to change children's perceptions about vegetables and motivate positive behavior change early on. With this information, we hope to inspire a new generation of vegetable lovers."

Doctor Wansink's previous research focuses on how one's immediate environment can influence eating habits and preferences and spans children's to adults' behaviors. He has found that simple changes such as renaming vegetables with more appealing descriptions, enhancing vegetable visual cues by placing them in more attractive displays and offering at least two vegetable options are strategies that can enhance vegetable appreciation and intake. 

Vegetables Anytime, Anywhere
Birds Eye helps people discover the wonder of vegetables by making them easy, delicious and accessible for everyone. With more than 40 unique vegetables offered and countless ways to enjoy them, from pure and simple vegetables and steamed varieties, to veggie focused recipes and complete vegetable rich meals, Birds Eye gives consumers limitless possibilities to get vegetables on their plates every day.
Visit www.facebook.com/birdseyevegetables for serving ideas, tips and tools to help make vegetables the star of the plate.

About Birds Eye
Birds Eye® unlocks the wonder of vegetables and makes them accessible and enjoyable to everyone, everyday. Using vegetables picked and frozen at their peak of freshness, Birds Eye® helps Americans make vegetables a meaningful part of everyday life. Providing a range of tasty and exciting solutions that make eating vegetables a memorable taste experience, Birds Eye® has something for everyone: with pure and simple vegetables under the Birds Eye®, C&W®, Freshlike® and McKenzie's® brand names; Birds Eye Steamfresh® vegetables and vegetable rich blends; and Birds Eye Voila!® complete frozen meals. For more information on Birds Eye® visit www.birdseye.com or www.facebook.com/BirdsEyeVegetables

About Pinnacle Foods Group LLC
Millions of times a day in more than 85% of American households, consumers reach for Pinnacle Foods brands.  We are a leading producer, marketer and distributor of high-quality branded food products, which have been trusted household names for decades.  Headquartered in Mountain Lakes, NJ, our business employs more than 4,500 people in North America. We are a leader in the shelf stable and frozen foods segments and our brands hold the #1 or #2 market position in 8 out of 12 major category segments in which they compete. Our Duncan Hines Grocery Division manages brands such as Duncan Hines® baking mixes and frostings, Vlasic® pickles, peppers, and relish, Mrs. Butterworth's® and Log Cabin® syrups, Armour® canned meats, Nalley® and Brooks® chili and chili ingredients, and Open Pit® barbecue sauces. Our Birds Eye Frozen Division manages brands such as Birds Eye® vegetables, Birds Eye Steamfresh®, C&W®, McKenzie's® and Freshlike® vegetables, Birds Eye Voila!® meals, Aunt Jemima® frozen breakfasts, Swanson® and Hungry-Man® dinners and entrees, Van de Kamp's® and Mrs. Paul's® seafood, Lender's® bagels and Celeste® frozen pizza. Our Specialty Food group manages Tim's Cascade Snacks®, Hawaiian™ Kettle Style Potato Chips Snyder of Berlin® and Husman's® in addition to our food service and private label businesses. Further information is available at www.pinnaclefoods.com.

About Share Our Strength
Share Our Strength®, a national nonprofit, is ending childhood hunger in America by connecting children with the nutritious food they need to lead healthy, active lives.  Through its No Kid Hungry® Campaign—a national effort to end childhood hunger in America by 2015—Share Our Strength ensures children in need are enrolled in effective federal nutrition programs; invests in community organizations fighting hunger; teaches families how to cook healthy, affordable meals; and builds public-private partnerships to end childhood hunger, at the state and city level. Working closely with the culinary industry and relying on the strength of its volunteers, Share Our Strength hosts innovative culinary fundraising events and develops pioneering cause marketing campaigns that support No Kid Hungry. Visit Strength.org to get involved.