LOS ANGELES (PRNewswire) — Bolthouse Farms today announced the launch of the "Fruit & Veggie Takeover," a movement aimed to help make the internet healthier. Sharing food images, or "food porn," on social media has become a cultural phenomenon that is dominated by unhealthy images. On average, there are more than 1.7 million food hashtags posted per day and only 37 percent feature fruits and veggies. A proud supporter of the new FNV brand announced last week at the Partnership for a Healthier America's (PHA) Building a Healthier Future Summit, Bolthouse Farms is rising to the task to "do more" by challenging America to take over the internet with images that celebrate fruits and vegetables to set a record of one million healthy food posts per day for one week starting March 2. The campaign is part of Bolthouse Farms mission to change the imbalance of food porn online to inspire healthier eating habits offline.
Social media is changing the way America eats. According to a Harris Interactive survey, more than half of Americans who use social media agree that seeing photos of fruits and vegetables motivates them to eat healthier. "Food porn posts are among the most popular in social media because people love to share photos of food that reflects their lifestyle," said Suzanne Ginestro, Chief Marketing Officer at Bolthouse Farms. "We believe by sharing more images of fruits and veggies online, we can inspire better food choices offline."
Last year, Bolthouse Farms launched the Food Porn Index to track food posts on Twitter and Instagram to measure the health of the internet and learn about social media users' lifestyles and eating habits. The data showed a significant imbalance between healthy and unhealthy posts with a daily average of more than one million unhealthy hashtags compared to 600,000 healthy hashtags. The most popular unhealthy hashtags are #pie and #icecream, which spiked in the summer and holiday months, while the most frequently posted healthy hashtags are #berry and #potato. Data also showed people want to start the week off right with Mondays tracking the highest frequency of healthy posts while unhealthy posts spike on Saturday.
Starting on March 2, Bolthouse Farms challenges foodies and food porn enthusiasts to participate in the "Fruit & Veggie Takeover" for one week to help reach the goal of 1 million "healthy" images per day by posting and tagging fruits and vegetables. To make every post count, use #urwhatupost as well as specific fruit and veggie hashtags like #carrot, #veggies, #berries. For a full list of hashtags and to learn more about Bolthouse Farms mission to inspire better nutrition, please visit www.urwhatupost.com.
About Wm. Bolthouse Farms, Inc.
Bolthouse Farms is a farm located in California's San Joaquin Valley, known for high-quality consumer brands and innovative products. Bolthouse Farms is a market share leader in growing and distributing carrots. In addition, Bolthouse Farms produces and sells super-premium juices, smoothies, protein shakes and cafe beverages under the Bolthouse Farms® brand name. In recent years, Bolthouse Farms diversified its offerings by launching a line of premium refrigerated yogurt dressings and extra virgin olive oil vinaigrettes, as well as a new kids product line consisting of smoothies, fruit tubes and veggie snackers. The Bolthouse Farms mission is to inspire the fresh revolution by making fruits and vegetables irresistible. The company was acquired by Campbell Soup Company on Aug. 6, 2012. To learn more about the company's mission and see the entire line of current products, visit www.bolthouse.com.