Potandon Produce LLC is coloring its potato packages pink to support breast cancer research and awareness.

Potandon campaign supports breast cancer awarenessFor the second year, the Idaho Falls, Idaho-based grower shipper is supporting the National Breast Cancer Foundation.

In this year’s program, Potandon is focusing on the importance of mammograms for early cancer detection and promoting the benefits of healthy diets which include potatoes and other fresh produce, according to a news release.

In the Sept. 19-Oct. 31 campaign, which includes advertisements in a variety of trade and consumer-related communications, Potandon plans to offer retailers special incentives.

It plans to send them e-mails explaining the program and how they can partner with Potandon, according to the release.

Through its Klondike Brands, Potandon plans to reach consumers through special coupons, Facebook and Twitter posts and e-mail messages on how they can support the program.

Potandon plans to promote its first “Cancer Survivor and Memorial Walls” on Pinterest.

At the social media site, consumers will be encouraged to upload pictures of loved ones battling any type of cancer to show their solidarity in supporting research and the eventual cure for all types of cancer, according to the release.

“A diet full of fruits and vegetables is a great way to fight cancer,” Kent Romrell, Potandon’s senior vice president of sales, said in the release. “We’re thrilled that we can aid in the fight by not only donating to this cause but by raising awareness for a healthy diet and early detection.”