The shift was implemented in order to better communicate updated dietary guidelines, which recommended more than five servings of fruits and vegetables for some Americans.
The United States Department of Agriculture’s 2005 Dietary Guidelines for Americans, released in January 2005, recommends various numbers of servings of fruits and vegetables depending on an individual’s calorie needs – ranging from 4 to 13 servings, or 2 to 6.5 cups, per day, yet research indicates that over 90 percent of Americans do not meet their recommended amount.
[citation needed] Produce for Better Health Foundation launched a consumer website in March 2007 aimed at educating Gen X moms about the Fruits & Veggies—More Matters campaign and the benefits of eating more fruits and vegetables.
The Fruits & Veggies—More Matters website offers nutrition information, selection and storage advice, recipes, shopping and meal planning advice, tips for increasing produce consumption, and other useful information about fruits and vegetables.
Over 300 short informational videos demonstrate how to check different fruits and vegetables for ripeness, outline proper storage methods, present healthy and quick recipes, and offer other information about fruits and vegetables.