HOUSTON -- Randalls Food Market here is rolling out a fruit of the month club for kids later this month.
ccording to Mike Goeser, senior category manager of produce.
Randalls plans to put together a newsletter for club members that incorporates 5 a Day materials, and will be displayed in produce departments, Goeser told SN.
"We want to catch the next generation of shoppers," he said of Randalls' decision to launch the club.
"It's also a lot easier for parents to shop with their kids when the kids want to be where they are."
The club will be geared towards children ages 5 to 12. Each child will get a membership card that entitles him or her to a piece of fruit each month.
Randy Raccoon will be part of a band and his "Produce Pals" will back him up on different instruments, Goeser said. Kids will have the opportunity to win prizes for naming the other characters.
Randalls has also worked with some of its shippers to arrange for free prizes for club members, such as T-shirts and tickets to amusement parks, he said. The club will be played up in ads and in-store.
The program is similar to a kids' cookie club that Randalls runs through its bakeries. Randalls has high hopes for it, said Goeser, to the extent that the chain could take Randy Raccoon and the Produce Pals on the road and into schools at some point in the future.
