Bejo Seeds is promoting the Tasti-Lee tomato through a social media campaign in conjunction with the Produce for Better Health Foundation.

The not-for-profit organization encourages consumers to take part in the Freshen Up and Pin Up challenge using Pinterest to promote the foundation’s mission to motivate people to eat more fruits and vegetables. The competition, a celebration of Fruits & Veggies — More Matters month, lasts through September. A grand prize winner receives $1,500 for the highest combined number of likes and re-pins on Pinterest.

Bejo is participating in the campaign by offering recipes featuring Tasti-Lees on Facebook and Pinterest. The hybrid tomato variety, developed by Jay Scott at the University of Florida, is a round beefsteak style that boasts high levels of lycopene.