AWG Retailers Expanding In-Store Produce Campaign

Associated Wholesale Grocers’ (AWG) Springfield division has partnered with Produce for Kids for a yearlong campaign to educate shoppers on healthy eating and boost produce sales. The initiative will take place at 272 AWG stores, featuring in-store veggie-themed photo opportunities for families, tips from registered dietitians and signage callouts located around the products of all 17 produce supplier partners.

The in-store campaign will coincide with digital elements including a dedicated microsite, social media outreach, e-newsletters and recipes featuring partner products.

“It is our mission to provide our retail members with the tools needed to offer a fresh and healthy experience to shoppers when visiting their produce departments,” said Gary Townsley, produce operations and sales manager at AWG Springfield, in a statement. “This campaign, along with several other in-store programs offering free fruit for kids, will help us build on that mission.” 

The program, which will run through the end of 2018, will raise funds for Feeding America programs benefiting families and children within the AWG Springfield division footprint.

“After the success of our 2017 Produce for Kids campaign, we decided to make 2018 bigger and better with additional in-store signage and support of our produce supplier partners,” said Townsley. “This effort allows our retail members to encourage their shoppers to purchase more fruits and vegetables while giving back to their local community.”

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In-store displays and signage will feature the Produce for Kids and Feeding America logos, along with the Produce for Kids website, which features more than 400 dietitian-approved recipes, meal-planning tools, grocery campaign details and healthy tips from parents. Shoppers will also be encouraged to share their in-store photos taken at the “Turnip the Beet” character photo op with the hashtag #produceforkids for a chance to win a grocery gift card.

“We are excited to enter into our second year partnering with AWG Springfield to educate families about the benefits of eating nutritious produce,” said John Shuman, president of Produce for Kids. “We nearly doubled our produce partners participating in the program year over year, and look forward to continuing to make an impact in the communities within the AWG Springfield footprint.”

Participating suppliers include: AMC North America, Eat Smart, Chelan Fresh, Cool Creations, Dole, Dandy, Green Giant Fresh, Melissa’s, Naturipe, Organicgirl, RPE, Sage Fruit, Schmiedling Produce, Shuman Produce, Sunkist Growers, The Little Potato CO., POM Wonderful, Wonderful Halos and Wonderful Pistachios and Almonds.

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In addition, AWG’s Gulf Coast and Oklahoma divisions will launch monthlong Produce for Kids campaigns later this spring.