Kroger/Central Div. Seeds Partnership With The Produce Mom

The Kroger Co.'s Indianapolis-based Central Division is partnering with Lori Taylor, a.k.a., "The Produce Mom," for an integrated "Produce Challenge" customer-facing program that will include in-store signage, digital and social media marketing campaigns, internal communications, and community relations.

Making its debut on July 10, the Produce Challenge is a monthly calendar that will be displayed in all Kroger Central Division produce departments. In addition to encouraging daily consumption of fruits and vegetables, the Produce Challenge also encourages consumers to shop the entire department.

Produce Challenge signage in Kroger Central Division stores will offer Produce Mom Picks, a POS program that showcases a different fruit or vegetable on a weekly basis. The weekly Produce Mom Pick will be supported by print, digital and social media content, along with internal communications.

Taylor, in her role as The Produce Mom, will appear on Kroger’s internal broadcast station, KTV, to provide industry and consumer insights surrounding fresh produce.

“Kroger values the expertise and consumer reach of The Produce Mom,” said John Elliott, public affairs manager for Kroger Central Division. “The Produce Mom offers a brand and social media personality that is relatable and accessible to Kroger shoppers. We look forward to combining her message with Kroger’s industry-leading produce quality and variety. Kroger and The Produce Mom share a desire to not only increase consumption of healthy produce, but increase consumer awareness about the nutritional value of produce and help customers try new produce options.”

The Produce Mom will also host in-store events throughout the year at select Kroger Central Division stores, which will be open to the public and broadcast through streaming social media. Focusing on how to select, store and serve fresh produce, the in-store events will be supported by The Produce Mom’s network and partners at the Department of Education and at Reston, Va.-based student leadership group Family, Career and Community Leaders of America.

“The Produce Mom is extremely happy to expand our brand programs and broaden our influence with Kroger,” noted Taylor. “[Throughout] my entire adult life, I have been a Kroger shopper. Like all brands in The Produce Mom Family, there is authentic knowledge and passion at the core of this partnership. Our goal is to drive sales of produce at Kroger and attract shoppers through in-store education and digital communication strategies.”

The Kroger Central Division has 136 food stores, 115 pharmacies and 96 fuel centers operating under three banners; Kroger, Owen’s and Pay Less, with locations primarily in Indiana and Illinois, in addition to three stores in Missouri, one in Michigan and one in Ohio.