( Courtesy Healthy Family Project )

Produce for Kids is changing its consumer brand to Healthy Family Project, which will also serve as the umbrella organization for Food Rx, Power Your Lunchbox and Mission for Nutrition.

The Produce for Kids brand will continue to align retail produce departments with produce companies on in-store campaigns, according to a news release.

“We are excited to expand into the healthy lifestyle space in a way that will allow us to extend our effectiveness for current and new produce partners,” John Shuman, founder of Produce for Kids and president of Shuman Farms, said in the release. “We will remain rooted in helping our retail partners and sponsors connect with their shoppers while making a difference.”

A video describing the transition is on YouTube.

The Healthy Family Project will be featured at the Produce Marketing Association’s virtual Fresh Summit, Oct. 13-15. A Food Rx demo is scheduled at the Healthy Family Project’s Fresh Summit Marketplace page, featuring the National Watermelon Promotion Board.

“Although Fresh Summit looks different this year, we believe it was the right space to announce our expansion,” Shuman said in the release. “I had a goal 20 years ago to bring the produce industry together to give back and now as we pass $7 million raised, I realize there’s no limit to the impact we can make as an organization in the healthy living space.”

Growth in all areas of the Produce for Kids business over the past two years, including retailers, brand partners and social media, led to the expansion. Website traffic is up 29% this year, Instagram engagement rose 32% last year and Pinterest draws an average of 3.2 million each month.

The Produce for Kids website changed to HealthyFamilyProject.com over the summer and has been redesigned. Updates include a searchable recipe index, and a blog and podcast are featured throughout the site, along with a produce tips section.

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