California Vegetable Specialties, Rio Vista, Calif., is using an aggressive social media campaign to educate consumers about the California endive.

The Discover Endive campaign uses social media platforms including Twitter, Facebook, Pinterest and food bloggers to spark interest with consumers and potential foodservice customers, according to a release.

The Twitter account is a customer service resource for feedback and consumer questions.

The company’s Facebook page allows for more interation with consumers and Pinterest is used to post photos and links to recipes.

Five food bloggers, dubbed "the OnDivas," create recipes, tips and other information for consumers.

The efforts have increased traffic at California Vegetable Specialties’ revamped website, according to the release.