( Courtesy Produce for Kids )

Power Your Lunchbox has launched as it does every year in preparation for the back-to-school time frame, but the message is different, without a certainty that children will be learning in schools at the start of the semester.

Now in its seventh year, Power Your Lunchbox, a Produce for Kids campaign, has reworked its messaging and content, with distance learning and mental health messages to better serve families during the COVID-19 crisis, according to a release.

The program’s partners have committed to donating $14,000 to the United Fresh Start Foundation. Since 2014, Power Your Lunchbox has donated more than $150,000 to charities with programs that benefit families.

“We recognize back to school will look differently for every family this year, but what doesn’t change is the importance of nutritious lunches and meals to keep students' brains powered all day long,” Trish James, vice president of Produce for Kids, said in the release. “We are excited to align with United Fresh Start Foundation to benefit the next generation of consumers, supporting their ability to access, select and consume healthy fresh fruits and vegetables every day.” 

Brands involved in the Power Your Lunchbox are Bee Sweet Citrus, Crispy Green, Litehouse, Nature Fresh Farms, Pero Family Farms, Shuman Farms’ RealSweet and Zespri kiwifruit.

The program highlights products and content from participating companies, with dietitian-approved “lunchbox inspiration,” according to the release. E-newsletters and support from Produce for Kids’ influencers and social media promotions are also used for the program.

Instagram is a key platform for the program, with the #PowerYourLunchbox hashtag, which had more than 47 million impressions last year, and Facebook Live cooking demonstrations. 

Produce for Kids has scheduled the annual Twitter party for the program at 4 p.m. Eastern on Aug. 20.

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