( Courtesy WP Rawl )

Greens company WP Rawl is launching a new campaign with the new year, targeting the full range of consumers, with attention to baby boomers and millennials.

“Farm Fresh Greens,” a year-long campaign, is designed to help shoppers with different lifestyles incorporate leafy greens into their diets, and educate consumers where produce comes from.

The campaign is featured on the company’s new website, https://farmfreshgreens.rawl.net/.

The company is positioning itself as the “Leafy Greens Guide,” according to a news release, showing consumers a behind-the-scenes look at the growing, processing and distribution operations of WP Rawl.

Registered dietitians in key markets will serve as Leafy Green Guides for nutrition and wellness, and a Farm Fresh Greens website will give consumers a direct line of communication to the dietitians on nutrition questions.

“As a company that has been in business for 94 years, we are excited to tell our story and remain the go-to Leafy Greens Guide for our customers and consumers,” Ashley Rawl, vice president of sales, marketing and product development, said in the release. “Produce doesn’t magically show up on retail shelves and we are excited to share this educational journey with our consumers.”

The dietitians will highlight key health benefits of specific greens. WP Rawl plans to continue partnerships with social influencers, providing monthly recipe content featuring its processed line brand, Nature’s Greens.