Produce for Kids is planning to partner with the Very Hungry Caterpillar children’s character for the organization’s fall fundraising campaign.

Children’s character highlights Produce for Kids campaignDuring September and October, the campaign is scheduled to run in all Grand Rapids, Mich.-based Meijer Inc., and Lakeland, Fla.-based Publix Super Markets Inc., stores.

The campaign is in addition to the organization’s overall Healthy Families, Helping Kids campaign that runs the same time and enjoys the support of more than 20 participating fresh fruit and vegetable suppliers that help generate support for local children’s charities.

Written by Eric Carle, The Very Hungry Caterpillar is in its 45th year and the campaign plans to feature the book’s character on in-store signage in more than 1,200 grocery stores and fresh markets in 11 states, according to a news release.

Signage will list participating produce companies and point them to for additional information on the campaign which includes more than 150 produce-centered recipes and healthy tips, according to the release.

“We’re so excited to be partnering with the Very Hungry Caterpillar this fall,” Trish James, Produce for Kids’ vice president, said in the release. “As a classic, it connects to both parents who read the story as children and children today who are reading it for the first time. Through our in-store campaign, we can help shoppers make smart decisions and feed their families healthy meals with wholesome ingredients.”

In the Produce for Kids campaigns, participating suppliers make consumption-based donations to local children’s charities.