Birds Eye® on a Mission to Inspire a Love of Vegetables

Celebrate Vegetables with Birds Eye as they help “Feed Kids Better” with Share Our Strength®

MOUNTAIN LAKES, N.J.--From the White House vegetable garden to the growing demand for wholesome, all-natural, simple ingredients, vegetables are in the spotlight for their role in a healthy diet. Yet, most Americans still fall far short of eating the amount they need.* That’s why Birds Eye® is on a mission to inspire a love of vegetables – and it all starts with kids. To help encourage the next generation to discover their passion for vegetables, Birds Eye is launching the “Feed Kids Better” initiative to benefit Share Our Strength’s No Kid Hungry CampaignTM.

Simply “Like” Birds Eye vegetables on Facebook (www.Facebook.com/BirdsEyeVegetables) and Birds Eye will make a $1.00 donation to Share Our Strength to help provide nutritious food to families in need (up to $50,000 until December 31, 2010). You’ll also get a coupon for your next purchase of Birds Eye vegetables. So, when you share your love of vegetables by serving Birds Eye, you’re helping others do the same.

The “Feed Kids Better” initiative will also include tips on how to ignite families’ love of vegetables. Birds Eye is teaming up with two of the nation’s top dinnertime experts: The Meal Makeover Moms, Janice Newell Bissex, MS, RD and Liz Weiss, MS, RD. This dietitian-mom duo will be giving vegetables the much-needed attention they deserve during a live interactive veggie chat and recipe demo on the Birds Eye Facebook page December 15 at 1pm EST. They’ll also be helping build a community on the Birds Eye Facebook page where people can connect and share their own veggie tips.

“Our philosophy is that vegetables should be highly visible on the plate – not concealed within the meal,” said Weiss, co-author of the newly released No Whine with Dinner. “It’s easy and delicious to make vegetables the hero at mealtime. That is why we’re so proud to team up with Birds Eye to help celebrate vegetables and feed kids better.”

Bissex and Weiss will share advice, fun ideas and simple solutions to help families celebrate vegetables, including:

•Keep it Colorful:
At the dinner table, take turns calling out a color and have everyone take a bite of whatever color was chosen. Yell “green” for broccoli, “orange” for carrots and “red” for tomatoes until you’ve finished your rainbow.
•Veggie Adventure: On your weekly trips to the supermarket, take the kids along and ask them to pick one new vegetable they’ve never tried before. Post a tasting chart on the refrigerator door to check off each new veggie adventure.
•Cook Together: Get your kids involved in the vegetable cookery and see how quickly their taste buds change. Frozen vegetables can be easily steamed in the microwave for young cooks.

“At Birds Eye, we are passionate about enjoying vegetables and inspiring a love for vegetables in everything we do,” said Rodrigo Troni, vice president of marketing for Birds Eye. “We believe in sharing the earth’s goodness, providing access to vegetables for all and helping bring nutritious, vegetable-rich possibilities to every meal.”

Visit www.Facebook.com/BirdsEyeVegetables through December 31, 2010 to trigger a $1.00 donation to the “Feed Kids Better” campaign (up to $50,000) and get a high-value coupon toward the purchase of Birds Eye Vegetables.

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 approximately $2.5 billion business employs more than 4,500 people in 21 sites around 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 brands consist primarily of Birds Eye® vegetables, Birds Eye Steamfresh® vegetables, Birds Eye Voila!® meals, C&W® vegetables and McKenzie’s® vegetables, Freshlike® vegetables, 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®, 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 federal nutrition programs, invests in community organizations fighting hunger, teaches families how to cook healthy meals on a budget, and builds public-private partnerships to end hunger, both nationally and at the state level. Visit Strength.org to get involved in the No Kid Hungry campaign.

*Source: National Action Plan to Promote Health Through Increased Fruit and Vegetable Consumption. 2010 Report Card. National Fruit & Vegetable Alliance. www.nfva.org