Kroger plans Produce for Kids campaign for Atlanta

05/30/2002 12:00:00 AM
The Packer Staff

(May 30) ATLANTA — The Atlanta division of the Cincinnati-based Kroger Co. Inc. is planning to feature the Produce for Kids campaign to raise money for the Children’s Miracle Network through the sale of fruits and vegetables.

The Produce for Kids concept and campaign was developed by Vidalia Growers Inc., a cooperative of sweet onion growers in Georgia.

Kroger will feature the campaign in all 215 of its stores in Georgia, Florida, Alabama, Tennessee and South Carolina. The campaign, co-sponsored by the Vidalia Growers; Del Monte Fresh Produce NA Inc., Coral Gables, Fla.; Fresh Express Inc., Salinas, Calif.; and Naturally Fresh Salad Dressings of Eastern Foods Inc., Atlanta, was scheduled to run June 2 through July 6.

In addition to covering the cost of the campaign, the co-sponsors will make a donation to the Children’s Miracle Network for every unit or box shipped into Kroger’s Southeast markets. These donations will support the local Children’s Miracle Network hospital in each of these markets.

The program has a goal of $100,000, said John Shuman, president of Vidalia Growers.

Produce for Kids is a promotional campaign that includes point-of-sale materials, sample advertisements and graphics provided on a CD-Rom, local and national publicity efforts and a new Web site, www.produceforkids.org, to educate consumers on the benefits of the campaign. The Web site is set for a May 31 launch.

Children’s Miracle Network is an alliance of 170 children’s hospitals that treat 17 million children yearly.



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