How fresh produce companies are marketing to kids

Cal Giant gets ready for back-to-school

California Giant Berry Farms, Watsonville, Calif., is conducting its Fresh Start back-to-school program through Sept. 14, said Cindy Jewell, vice president of marketing.

“This back-to-school focus will primarily target college-age kids and their parents and highlight California Giant berries as a simple and healthy option for snacking in-between classes and during those late-night study sessions,” she said.

A sweepstakes to encourage people to opt in to e-mail communications for a chance to win a gift card will run throughout the campaign.

Entrants can download a back-to-school guide and Fresh Start eBooks that contain easy-to-prepare, affordable recipes and other tips for ways to choose healthy alternatives during the school year, Jewell said.

“We will also have an e-book offer for families with kids in K-12 to help those busy moms trying to get their kids out the door each morning with a healthy breakfast and their packed school lunch safely in their backpacks,” Jewell said.

Chelan Fresh in ‘Fuel Up’ program

Once again, Chelan Fresh Marketing, Chelan, Wash., will participate in the Fuel Up to Play 60 program, said Mac Riggan, director of marketing.

Information about the program will be included on the company’s 3- and 5-pound poly bags of apples starting in the fall and ramping up in the new year, around Super Bowl time, he said.

Money from the program will go to install salad bars in schools and to purchase educational material or physical education equipment.

Fuel Up to Play 60 is a school nutrition and exercise program launched by the National Dairy Council and National Football League in collaboration with the U.S. Department of Agriculture to improve health and and encourage kids to live healthier lives.

Crispy Green adds characters

Crispy Green Inc., Fairfield, N.J., which makes Crispy Fruit brand freeze-dried fruit snacks, is expanding some of its initiatives aimed at kids, said Cherie Boldt, marketing director.

The company already participates in Kids Food Fest each year to introduce its products to moms and kids, and provides products and sponsorship donations to nonprofit organizations that benefit kids, she said.

“We also just recently included our lovable, original characters Chris B. Green and Chirp on our new packaging,” she said.

The characters also appear on the firm’s consumer lifestyle website — smartlifebites.com — “providing fun, educational interaction for kids, with the ultimate goal of helping kids make healthier lifestyle choices,” she said.

“The characters have been very well-received, and we have bigger plans for this healthy duo to enhance specific campaigns like “Back to School” and “Healthy Halloween,” she said.

Dole continues deal with Disney

Westlake Village, Calif.-based Dole Food Co. is in its second year of a multiyear nutritional collaboration with Disney after introducing successful healthy living initiatives inspired by Disney, Pixar and Star Wars films throughout 2017, said Bil Goldfield, director of corporate communications.

“This year, we continued the fun by launching a year-long initiative called Dole’s ‘Powering the Hero Within’ — a 12-month campaign that honors moms, dads, grandparents and other superheroes in the heroic battle for healthier families,” he said.

“Powering the Hero Within” will continue this fall with a healthy-living campaign inspired by Mickey’s 90th Anniversary, celebrating 90 years of Mickey Mouse.

In late May, Dole launched a summer campaign themed to Disney Pixar’s “Incredibles 2,” he said.

The four-month program continues through September and combines a new set of “Incredibles 2”-inspired breakfast, entrée, snack and drink recipes and useful healthy eating tips with colorful character images on millions of Dole bananas and pineapples in U.S and Canadian supermarkets, he said.

Idaho Potato site has kids page

The Eagle-based Idaho Potato Commission introduces kids to the Idaho brand at a young age by offering kids-oriented activities on its website — idahopotato.com — said Seth Pemsler, vice president of retail and international sales.

Kids can download a coloring book with pictures of Spuddy Buddy, the commission’s mascot, or play games, take a quiz or see easy-to-make recipes.

“Kids love potatoes,” Pemsler said, “but they don’t necessarily know there is a brand of potatoes.”

“We’re introducing them at a young age to a brand, which hopefully, as they become decision makers and shoppers, they’ll remember,” he said.

Pure Hothouse continues Adopt-A-School

Leamington, Ontario-based Pure Hothouse Foods Inc., which markets the Pure Flavor brand, will kick off the second year of its Adopt-A-School Program this fall, said Chris Veillon, chief marketing officer.

The company will provide schools in Ontario, Texas and Georgia — areas where the company has greenhouses and distribution centers — with greenhouse-grown tomatoes, peppers and cucumbers.

Pure Hothouse Foods launched the program last fall to make sure kids have access to fresh snacks while at school, Veillon said.

The company also provides educational farm-to-table videos about greenhouse tomatoes, peppers, cucumbers and eggplants; coloring and activity sheets; grade- and age-appropriate content for teachers to download from the Pure-Flavor.com website; and fact and product information sheets to help inform students about characteristics and health benefits of greenhouse products.

Stemilt kids brand expanding

Lil Snappers brand kid-size fruit from Wenatchee, Wash.-based Stemilt Growers Inc. continues to grow in distribution and notoriety, said Brianna Shales, communications manager.

The brand was launched in 2011 and now includes most varieties of apples and pears and a full Artisan Organics line of organic, kid-sized apples and pears, she said.

Stemilt has supported the brand in a number of ways.

“We’ve hosted consumer contests for parents to show the snappiest thing their child has done, worked with social influencers to spread the word about Lil Snappers in key markets, and we work closely with retailers and retail dietitians to support their kid-focused activities,” she said.