Spring brings opportunities to get families thinking about fresh produce

This time of year, the sweetness of summer is sliding into view, and you can bet children — and their parents — are thinking about it.

How are retailers and suppliers inserting fruit-and-vegetable ideas, tips and solutions to those thoughts?

Child-sized produce and family-sized bags and totes help, as well as simple educational in-store signage, said Chuck Sinks, president of sales and marketing for Sage Fruit Co., Yakima, Wash.

“The size of apples that are packed into bags are often appealing to families because they are smaller and more likely to be consumed in one sitting — also reducing waste,” Sinks said. “They’re easy to pack in lunch boxes or used for after-school snacks.”

It’s a mental thing

Because May has been Mental Health Awareness Month in the U.S. since 1949, many marketing initiatives are centering on the emotional and mental benefits of eating more fresh produce.

Produce for Better Health Foundation’s May theme is “Food Rooted In A Better Mood,” and the summer heat means June’s theme is “Effortless Outdoor Entertaining,” said Katie Calligaro, director of marketing and communications for the foundation, now part of International Fresh Produce Association.

“Leaning into the cognitive health benefits that fruits and vegetables can offer both kids and adults continues to be a hot trending topic for families,” Calligaro said. “And what better way to lift your spirits and take advantage of spring weather than enjoying fruits and vegetables outside? Let the vitamin D shine down.”

Healthy Family Project — a cause-marketing organization started by Shuman Farms for the produce industry — is also focusing content on how nutrition affects mental wellness, including a podcast series. And Project ambassadors are reviewing the podcast episodes for their Instagram audiences, such as a recent sports psychologist episode.

Family mealtime is an important “moment” or eating occasion that the produce industry wants to be a part of, Calligaro said. So, PBH is also celebrating May with a series called “Playful May,” equipping families with fun recipe ideas and solutions to get people eating and enjoying more fruits and vegetables this spring.

For instance, Rouses Markets registered dietitian April Sins wrote a blog post called “5 Childhood Comfort Foods With A Grown-Up Twist,” with ideas such as grilled cheese with gouda and blackberries and loaded Sloppy Joes.

Back in-store, signage is even more important for produce sold loose and package-free.

For bulk apples, Sage Fruit Co. designed a “Spectrum of Apple Flavors” guide for retail partners that identifies the flavor profile of each variety.

“They can be displayed with the apple set, so consumers have a better understanding of what they are purchasing,” Sinks said.

Rouses Markets

At Rouses, Sins uses the food promotional calendar as a guide.

May is also Barbecue Month, so Sins will create 15-second Instagram reels or TikTok posts about how to make a plant-based barbecue, showcasing items easy to cut and add to a skewer, such as zucchini, fresh corn, red onions and mushrooms. 

“This is a great month to offer some great produce grilling options, fresh corn or coleslaw ingredients,” Sins said.

June is National Mango Month, so Sins plans to spotlight mangoes in both fresh-cut and whole forms, with tips on selecting a mango.

“One of the biggest challenges for consumers is knowing how to tell if a mango is ripe,” Sins said. “Help educate customers that using the sense of touch is the best method. Another idea is to have fresh-cut mango.”

Sins will suggest usage ideas like mango parfait, a twist on a traditional breakfast or snack. A cross-merchandising idea is Tajin seasoning for fresh, sliced mango. 

June is also Dairy Month, so she’s thinking about how fruits and veggies can pair with dairy — which isn’t too hard.

“Apple and cheese pairings are easy options to get parents and kids to try different varieties of apples,” she said.

Try a merchandising display featuring the classic Ants on a Log snack that uses celery, nut butter and raisins. Or there could be a photo of the no-recipe-necessary idea.

“Keeping it simple is key when it comes to snackable vegetables,” she said.

Also: Why not show children how to make pickles? 

Pair mini cucumbers with pickling how-to recipe and include fresh or dried dill and vinegar in the display, Sins said.

Publix

Publix kicks off its Produce for Kids cause marketing campaign May 11, which has raised about $4 million for charities in the Publix market area over the years, said Amanda Keefer, managing director of Healthy Family Project and Produce for Kids.

Families will find in-store signs directing them to recipe inspiration and a free cookbook available in both English and Spanish. There will also be a Facebook Live cooking class event May 24, when families can make recipes alongside Keefer and Jr. Chef Charli from Healthy Family Project. One of the Project’s registered dietitian nutritionists, Chelsea Leblanc, will showcase a Publix grocery haul.

Military Produce Group

Earlier in spring, Healthy Family project led a Zoom cooking class exclusive to U.S. military children. Also, there were field trips to the military base commissaries, where the kids participated in scavenger hunts in the produce department.

Harps Food Stores

Produce for Kids weekends, which includes Friday, Saturday and Sunday, will kick off mid-May, offering children “produce bucks” to try a new fruit or vegetable, Keefer said. In-store signage directs shoppers to a seasonal cookbook featuring produce brands supporting the campaign. Produce brand partners of the campaign will be featured in the three-day sales.

Coborns

In June, there’s a virtual Kids Cook at Home class for Coborn’s shoppers. (Well, for their children.) The class content is aligned with the Coborn’s dietitian and produce teams, and it features campaign produce partners.

Also, expect in-store signage in the produce department with QR codes to drive shoppers to free, produce-centric recipes and cooking hacks.