Joe Prickitt is Senior Director of the Southern California Nutrition Incentive Program (also known as the ¡Más Fresco! More Fresh Program).
He has developed and implemented a number of the nation’s most successful health promotion/chronic disease prevention programs, coalitions and networks, including the Hawaii 5 A Day for Better Health Program and the Network for a Healthy California — Bay Area Region. As the lead for the 5 A Day for Better Health Program, for the Hawaii State Department of Health, Joe was recognized by the National Cancer Institute as having developed one of the nation’s leading public/private partnerships promoting better health. This recognition ultimately led to his recruitment by the National Cancer Institute as Assistant Director of the National 5 A Day for Better Health Program. As the Director for the Network for a Healthy California — Bay Area Region, Joe was responsible for developing one of California’s strongest Regional Networks addressing healthy eating and active living. Furthermore, as Director for the Network for a Healthy California — Bay Area Region, Joe was responsible for the development of the Rethink Your Drink Campaign which was ultimately adopted by the California Department of Public Health and FIRST 5 California as a model nutrition education initiative for children, youth and adults. As Director of Marketing for the Produce for Better Health Foundation for the Western United States, Joe was responsible for the development and implementation of national marketing campaigns for Dole Food Company, Washington Apple Commission, California Strawberry Commission, Sunkist Growers and other leading produce industry members. His produce industry work resulted in the incremental sales of hundreds of millions of dollars of fruits and vegetables and ultimately helped to increase the national consumption of fruits and vegetables.
Since 2017, Joe has directed the Southern California Nutrition Incentive Program, also known as the ¡Más Fresco More Fresh Program. This model, fruit and vegetable benefit redemption program is helping thousands of CalFresh households across Southern California purchase and consume more fruits and vegetables for better health, while simultaneously helping to increase food security levels among program participants.