For director and educator Amanda Keefer, helping families create a positive relationship with food is a passion. From that passion, her goal is to help break the cycles of unhealthy eating. That’s been a mindset shift for her since becoming a mom.
“I was always passionate about eating healthy, but when I had a family of my own, I saw the real value in reaching kids with healthy habits early in life by getting them in the kitchen and comfortable with different flavors,” said Keefer, who is managing director at the parent-led Healthy Family Project.
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Keefer joined Produce for Kids, now Healthy Family Project, after 10 years in the travel industry. She said jumping into the produce industry was a little scary for her. But she was longing for a career that capitalized on her talents and allowed her to make a difference in others’ lives.
As a mom of two, Keefer could see more than ever the need for healthy eating habits. Her kids helped solidify the desire to make a difference in how people eat.
“I love that I can close out each day knowing that my efforts are making a difference in the lives of others,” Keefer said.
Her days are spent building cause marketing partnerships with other organizations. She likes the role of connecting with existing cause marketing programs that are making life-changing impacts.
“Our newest partnership is with the Foundation for Fresh Produce,” Keefer said. “It has presented a great way to gain support to increase access to fresh fruits and vegetables. It has also provided nutrition support in schools through our Mission for Nutrition and Back to School programs.”
Community needs exist in every retailer’s market. Keefer said that’s where the most impact can be made. There are situations where the family cannot afford to take a risk with new produce items and have something go to waste.
“In order to make real change, we need boots-on-the ground education,” Keefer said. “We need to get out into the community and teach. We need to offer hacks and tips on social media. We have to debunk the notion that eating healthy is hard or expensive. We can only do that with education and resources in the places it’s most needed.”
To meet that goal, Healthy Family Project develops educational content around the needs of its audiences. The organization enjoys a robust and active social media community, which guides its content creation.
“The beauty of social media is that if you don’t talk at people and instead talk with people, you’ll know exactly what content to create,” Keefer said.
Looking to the future of the produce industry, she sees the need for doing business in new ways. The next generation has social and environmental impacts top of mind.
“I see sustainability efforts, as well as diversity, equity and inclusion efforts shifting from nice-to-haves to must-haves,” Keefer said. “Much of the old way of doing business will have to be reinvented.”
The vision and passion Keefer carries for her work was partially instilled by a mentor from her days working for an agency. She credits Kathy Hernandez with being a good sounding board and talking shop over the years. Their relationship has moved beyond professional mentoring to a lasting personal friendship — something Keefer said helps keep her passion going.
