KIDS' MARKETING: Minyard Foods

KELLY GATES

Minyard Food Stores, Coppell, Texas, is taking childhood wellness to the next level. The retailer hosts a number of events throughout the year, including twice-monthly Lean Family Nutrition Tours at its Carnival Super Market in North Dallas. Tour guests are offered advice on how to choose better foods, eat more healthfully and improve overall nutrition for children.

A Children's Health Insurance Program (CHIP) sign-up event is also held at 13 Minyard stores biannually. CHIP provides free health insurance to children in low-income families. More than 12,000 children have been signed up for this insurance in the past four years as a result of Minyard's partnership.

More recently, the chain's Latino-themed banner, Carnival Super Market, hosted an inventive on-site recipe contest aimed at getting local kids to eat healthier snacks.

Approximately 100 youngsters participated in the challenge, held at the chain's Plano, Texas, store. Each child was given an assortment of good-for-you foods — bananas, sliced apples, peanut butter, celery, whole wheat crackers, raisins and carrots, to name a few — and asked to invent a nutritious snack.

“Teaching kids how to make healthy food choices in a fun way gets the message across and helps fight childhood obesity,” said Mark Cosby, Minyard's senior vice president of marketing. “Add creativity and permission to go crazy with the ingredients, and you have kid-inspired recipes that are easy, safe and quick to make.”

Along with special events and programs, Minyard enrolls children in a year-round Sweet Treat Club that allows them to grab a free apple, orange, banana or freshly baked cookie while shopping with mom and dad.