Produce for Kids pursues digital strategy

10/31/2012 05:36:00 PM
Mike Hornick

Produce for KidsANAHEIM, Calif. — Produce for Kids plans to redesign its website and optimize it for mobile users by May 2013 as part of a new marketing effort that’s also expected to include simpler retail point-of-sale displays.

John Shuman, president and founder, announced the digital strategy at a reception during Fresh Summit 2012. In part, it’s a response to research like that of the Marketing to Moms Coalition, which found 44% of mothers use smartphones for meal planning.

Besides a new design, the website will offer recipe and ingredient searches, meal planning tools, more social media options, and dedicated landing pages to give sponsors and retail partners more exposure. A new education section will highlight how to pick, store and prepare produce.

An article section, Parents on Produce, will migrate to a blog format.

The May launch coincides with the kickoff of Produce for Kids’ spring campaign for Get Healthy, Give Hope.

“We know today’s generation of moms aren’t storing recipes in their countertop recipe boxes anymore,” Amanda Keefer, manager of public relations and social media, said in a news release. “Most are relying on their mobile devices and social networks like Facebook and Pinterest for recipes and healthy eating tips and advice. Providing shoppers with information while they’re in store will be key to the communication process.”



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