Produce for Kids continues to grow its online offerings along with its retail presence, especially with its new podcast and on Instagram and Pinterest.
The org still posts content on Facebook and Twitter but is seeing more engagement on the other platforms.
“We’re definitely focusing on where our people are,” said managing director Amanda Keefer.
The org started its Healthy Family Project podcast in May and has taken a broad approach to the content for episodes, tackling topics like managing screen time and tips for grocery shopping along with promoting fruits and vegetables. The podcast already has more than 5,000 downloads.
“We have exceeded our expectations by far,” Keefer said.
With its Instagram, Produce for Kids has taken a similar approach, sharing its own content but also giving followers recipes and perspective from influencers similarly interested in promoting healthy lifestyles.
“We’ve really seen a lot of growth with our Instagram; we really utilize our stories a lot to tell stories about different recipes or different brands,” Keefer said.
“We also work with a lot of likeminded influencers, so we do something called a Takeover Tuesday, which we’ve been doing all month for Mission for Nutrition, so we’ll invite an influencer who we vet very carefully and have worked with on other projects, and they’ll take over and share inside their day or inside their kitchen or how they’re managing to feed their family healthy.”
On Pinterest, the org reaches more than 3 million viewers monthly, with digital marketing manager Amber Bloom working to fine-tune the strategy on that platform by approaching it as a search engine rather than a social media platform.
“She’s really putting us kind of ahead of the curve,” Keefer said.
Harps Food Stores remains an enthusiastic supporter of Produce for Kids and plans to start up a promotional series called Produce for Kids Fridays, said director of produce Mike Roberts.
The goal is to engage shoppers and highlight a couple of sponsors each week through recipes and sampling. Ideally, there will also be a social media component, with produce managers livestreaming to promote the event. Roberts has tested the concept and plans to roll it out in more stores soon.
“It’s just another way to get the vendors, who are so great to fund (Produce for Kids), another return on their investment,” Roberts said.
Harps will also be using a new Produce for Kids-branded bin to offer free fruit for kids. The bin will also have recipe tear pads and list the sponsors of the program.
Overall, the retailer has seen great response to its involvement in Produce for Kids.
“The customers absolutely love it, and then of course we’ve also got a link to Produce for Kids in our website, and we’ve got the POS up out in the stores, and we’ve got it in our ad fliers,” Roberts said.
“It’s taken a little bit of time, probably six months after we first started, but the customers really resonate with it, and the moms love it. It gives them new ideas and their kids are hopefully eating a little healthier and enjoying it. We’ve seen nothing but positive response to it.”
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