17 Grocery Chains Launch PFK Annual Campaign

Produce for Kids (PFK) has kicked off its 12th annual Get Healthy, Give Hope campaign in 17 participating grocery store chains, which is expected to pass $5 million in overall contributions in 2014.

Retailers participating in the annual effort –  which is backed with the support of more than 35 participating fresh fruit and vegetable suppliers representing every major category of fresh produce – include Ahold’s Giant and Martin’s Food Stores, Giant Landover and Stop & Shop divisions; Associated Wholesale Grocers’ Major Savings, Advantage, Independent, Country Mart, Homeland and United divisions; Meijer; Price Chopper; Publix Super Markets; and Roundy’s Supermarkets' Pick n' Save, Rainbow Foods, Copps Food Center and Metro Market divisions.

Sponsored products for each supermarket can be found on display materials in the grocery stores’ fresh produce departments and online.

“Produce for Kids is committed to educating families on the benefits of healthy eating and inspiring parents and children to create nutritious and delicious meals together,” said John Shuman, PFK president. “For more than a decade, our organization has partnered with regional supermarkets and produce companies to provide much-needed funding for local children’s organizations. This is an important year for the program, as we expect to surpass the $5 million mark in total funds raised.”

Get Healthy, Give Hope

The Get Healthy, Give Hope campaign will run from May through July 2014. Suppliers will make a consumption-based donation to local Children’s Miracle Network Hospitals and other community children’s organizations. 

In-store signage will be featured in more than 2,500 grocery stores and fresh markets in 30 states and the District of Columbia, which will notify shoppers of all participating produce companies. In-store materials also will point shoppers to PFK's website for additional information on the campaign, more than 150 produce-centered recipes and healthy tips from real parents.

For the third year, Produce for Kids also will continue its successful partnership with Sprout, the 24-hour preschool network, whose characters will be featured on in-store displays and signage. Additionally, Sprout characters will interact with kids at Produce for Kids’ in-store appearances encouraging exercise and healthy eating. Sprout will promote the campaign through daily national campaign-focused television spots and web banners on its website, which receives more than 1 million visits monthly.

Produce for Kids will promote the campaign through all platforms of social media, and will host various sweepstakes and giveaways on Facebook, Twitter and Instagram. Produce for Kids will also engage mom bloggers in each participating retail partner’s markets to help spread the healthy eating message. In addition, Produce for Kids will be hosting monthly Twitter parties during the campaign focused on seasonal healthy eating topics.