Whether it’s sharing tips for lightening up a charcuterie board with seasonal fruits and vegetables or advice on packing wholesome school lunches, the Healthy Family Project has inspired busy parents for over 20 years, sharing family-centered food ideas vetted by registered dietitians.
Launched by onion grower Shuman Farms in 2002, the Healthy Family Project has partnered with over 100 brands and 30 retailers to connect shoppers with brand-sponsored healthy recipe and food resources. What’s more, the Healthy Family Project donates a portion of its marketing fees to causes such as Feeding America every time a grocery or food brand teams up with the organization.
“Our team has always consisted of individuals who go above and beyond because they are passionate about making a difference in the world and in the communities where our partners do business,” President and CEO John Shuman said in a news release. “I’m proud to say our cause marketing programs have raised more than $7.5 million and 16 million meals. And while raising those funds, we’ve also helped countless families understand the importance of living a healthy and nutritionally sound life.”
Over the past two decades, the Healthy Family Project’s marketing campaigns have evolved considerably. What began as Produce for Kids, delivering traditional, time-bound marketing campaigns, is now called the Healthy Family Project. Today, HFP isn’t limited to narrow campaign structures, often producing short, focused marketing pushes, as well as yearlong campaigns with seasonal touchpoints.
Marketing content delivery, too, has evolved. While the Healthy Family Project started with focused, point-of-sale marketing, it now hosts a multichannel, digital resource hub in more than one language. From the Healthy Family Project homepage, parents can listen to a podcast about food allergies, snag produce tips on Instagram or even browse recipe hacks on TikTok. Healthy Family Project’s digital reach exceeds millions each year through healthyfamilyproject.com, social media outlets, podcast episodes and newsletter marketing.
A continuous thread uniting this content strategy is Healthy Family Project’s reliance on retail dietitians for expert advice and insight. Since 2010, retail dietitians have been an integral part of strategy for Healthy Family Project’s retail campaigns, as well as the center of the all-digital Mission for Nutrition program that supports retail dietitians with materials and resources to celebrate National Nutrition Month. Retail dietitians have even become a core audience for Healthy Family Project and have a prominent role in future plans for the organization.
“The longevity of Healthy Family Project is a true testament to the philosophy — doing well by doing good,” Shuman said in the release. “I am looking forward to the next 20 years and the impact we will continue to make.”
To learn more about Healthy Family Project, visit healthyfamilyproject.com.
