Actually the produce isn’t demanding but the Produce For Better Health Foundation wants you to demand more of them. And now BASF is helping them out by partnering up. It’s part of their support for the fruit and vegeatable industry.

As part of this partnership, BASF recently committed to a five-year $100,000 sponsorship to help fund the foundation’s research. BASF is already an active member of the foundation, and this $100,000 commitment will fund new research concentrating on women ages 25 to 41 with families. The goal of this research is to find ways to overcome barriers to increased fruit and vegetable consumption. The Produce for Better Health Foundation is a non-profit consumer education foundation whose mission is to motivate Americans to eat more fruits and vegetables to improve public health. The organization recently unveiled a new public health initiative, Fruits & Veggies—More Matters.