"Fruit and veggies -- more matters!"

If the experts are right, this phrase could become as ubiquitous as the well know tag lines "Got Milk?" or "Just Do It."

At its annual board meeting in Monterey, CA, March 30 to April 1, the Produce for Better Health Foundation announced its new national action plan to increase fruit and vegetable consumption. At the heart of that plan is the new slogan, which will serve as the brand identity for the fruit and vegetable industry, just as the aforementioned tag lines serve milk producers and the athletic shoemaker Nike respectively.