Marking to Kids business updates - The Packer

Marking to Kids business updates

08/07/2014 12:40:00 PM
Melissa Shipman

California Giant gets kids in kitchens

California Giant Berry FarmsChef Jamie Smith helps kids make fresh fruit and yogurt popsicles, using California Giant berries.Watsonville-based California Giant Berry Farms is working to get children more involved with making berry recipes at home with their families, said Cindy Jewell, director of marketing.

“We find that once kids have a part in shopping, prepping and making a recipe they are more inclined to eat the final result. We are showing them that using things like our fresh berries in different kinds of recipes can really make cooking and eating things that are good for you both delicious and fun,” Jewell said.

Ultimately, a new section of the website will be released, called “Kids Corner.”

“A new junior chef section on the website will highlight several short videos of kids working side by side with local chefs to create kid friendly recipes while demonstrating how fun it is for kids to be involved in every step of the process of prepping a recipe, cooking, then enjoying the best part, which is eating what they worked so hard to prepare,” Jewell said.

Activity pages and a place for consumers to submit their own recipes will also be included.


Chelan Fresh joins Fuel up to Play 60

Chelan, Wash.-based Chelan Fresh Marketing is set to participate in the Fuel Up to Play 60 campaign, initiated by the U.S. Department of Agriculture, the NFL and the National Dairy Council again this year, with even more programs.

The company is promoting the program on three- and five-pound bags of small, kid-friendly sized apples, said Mac Riggan, the company’s marketing director.

“More than 11 million children participate in that program through 73,000 schools, so there’s a lot of brand awareness,” Riggan said.

The campaign will run September through February.


CMI reboots Hero program

Columbia Marketing International, Wenatchee, Wash., is launching its Hero program this fall, said Steve Lutz, vice president of marketing.

“We’re essentially trying to tell kids anyone can be a hero by making small decisions the right way, and we’re focusing on apples as a healthy choice to make,” Lutz said.

The idea began several years ago as a brand more targeted to adults but has been refined to reach children.

“We did some in-school work to test the program and have gotten really strong feedback,” he said.

Specialized packaging and display materials will be available.

The company tested the program last year with a soft launch of about a dozen retailers.

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