As you push your shopping cart through the fresh PRODUCE section of your favorite supermarket this spring, don’t be surprised to see the message "More Matters" among the FRUITS and VEGETABLES.

The Produce for Better Health Foundation is kicking off a new campaign this month, FRUITS & VEGGIES – More Matters, including a new website resource (www.fruitsandveggiesmorematters.org) to inspire families and kids to increase their interest in and consumption of fresh FRUITS and VEGETABLES.

Consumers across the country are also invited to submit their best recipe featuring PRODUCE between March 19 and May 31, 2007.

The "FRUITS & VEGGIES – More Matters" campaign aims to remind consumers to enjoy eating a rainbow of colors when planning their menus, including red, green, yellow, blue, purple, white and orange PRODUCE ingredients. Website visitors can dial up recipe suggestions by color, learning how to make quick but nutritious lunch items like Grilled EGGPLANT and TOMATO sandwiches or PEAR salads, easy side dishes like GREEN BEANS with roasted RED BELL PEPPERS or delicious snack options such as a Creamy Mexican Salsa seasoned with CILANTRO and CHILIES.

The More Matters website also encourages increased PRODUCE consumption in order for consumers to enjoy the health and nutrition benefits, including fiber (for heart health), magnesium (improved muscle and nerve function), folate (important for healthy pregnancies), potassium (useful for regulating blood pressure), Vitamin A (eye and skin health), and Vitamin C (useful for healing cuts and bruises, along with improving teeth and gum health).

The More Matters campaign offers savvy buying and cooking tips to help consumers easily increase their daily fresh PRODUCE intake, such as substituting APPLEsauce or pureed dried FIGS for oil in baked good recipes, or replacing expensive packaged snacks with whole fresh FRUIT or VEGGIE sticks.

THOMPSON GREEN SEEDLESS and RED FLAME SEEDLESS GRAPES are plentiful at economical prices, among this week’s best FRUIT values.

Chile is also supplying a steady quantity of PEACHES, NECTARINES and BLACK PLUMS.

Washington State RED DELICIOUS and YELLOW DELICIOUS APPLES, along with semi-tart FUJI APPLES are all in plentiful supply at reasonable prices. Combine APPLE pieces with NAPA CABBAGE, PEANUTS and GINGER in vinaigrette dressing for a fiber-rich and quick salad course.

January’s freeze is still affecting availability and pricing on ORANGES and LEMONS, but RUBY RED GRAPEFRUIT (a delicious change of pace for juice), LIMES and BLOOD ORANGES continue to be in steady supply at moderate prices.

GREEN and RED D’ANJOU PEARS are both good values this week.

CANTALOUPE MELON is a good value this week and an excellent source of beta-carotene. Enjoy a slice with breakfast or serve MELON balls combined with BLUEBERRIES in a honey-LIME dressing as a salad course.

MANGOS continue in plentiful supply. Combine with sliced AVOCADOS, RED BELL PEPPERS, chopped WALNUTS and chicken breast and serve over ROMAINE LETTUCE with a LIME-Dijon dressing.

BLACKBERRIES and BLUEBERRIES are among the best values in the BERRY category, with RASPBERRY and STRAWBERRY availability very light and prices at premium levels.

Good choices for FRUIT salads this week include STRAWBERRY, PAPAYA, PINEAPPLE, ASIAN PEARS, STARFRUIT and COCONUT.

TOMATOES are in steady supply at reasonable prices. Create a quick marinara sauce by sautéing diced TOMATOES with olive oil, ONIONS, GARLIC, TOMATO paste and OREGANO.

VEGETABLES THIS WEEK:

ICEBERG LETTUCE is among this week’s most economical VEGETABLE values, great as a salad base or shredded into submarine sandwiches and tacos.

Salad fixings in steady supply include GREEN ONIONS, JICAMA, RADISHES, CUCUMBERS, GARLIC, SPROUTS and MUSHROOMS.

ASPARAGUS is a sure sign that spring is just around the corner, although prices are still at premium levels due to light supply this early in the season.

GREEN BELL PEPPERS are in steady supply at moderate prices. Cut into strips and enjoy raw with a HORSERADISH ranch dressing. Milder and sweeter RED BELL PEPPERS are also in steady supply at very reasonable prices.

RUSSET POTATOES and BABY DUTCH YELLOW POTATOES are both good values for side dishes. Slice thinly with a mandolin and bake until crisp.

ZUCCHINI SQUASH, YELLOW CROOKNECK SQUASH and GREEN ACORN SQUASH are all in plentiful supply at moderate prices.

CHARD is a good side dish choice this week, served sautéed or braised, seasoned with olive oil and GARLIC.

BROCCOLI is gradually decreasing in price. Serve it steamed with a Colby-Jack cheese sauce or a LEMONy Hollandaise.

Reasonably priced side-dish choices this week include CARROTS, PEAS, NAPA CABBAGE, CELERY ROOT and CAULIFLOWER.

BRUSSELS SPROUTS are in steady supply; cut in half, steam and serve with browned butter and chopped HAZELNUTS.

TULIPS in a variety of colors are among the best values in cut FLOWERS this week, with CARNATIONS, IRIS, LILIES and DAISIES also plentiful. In blooming potted plants, look for good availability of HYDRANGIAS, TULIPS, MINIATURE ROSES and DAISIES.

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