Domex Superfresh Growers has a new contest on the online photo- and video-sharing site Instagram.

Consumers who download a photo of their favorite recipe, fruit variety or healthful activity featuring Domex apples, pears or cherries have a shot at winning a $100 Visa gift card, said Howard Nager, vice president of marketing for Yakima, Wash.-based Domex.

Three winners will be selected every month.

The promotion, “Picture a Healthier You,” follows the launch this spring of Domex’s new consumer-focused website, Nager said.

With the rise of social media, many consumers are learning more about the growers of their fresh produce, Nager said. Domex hopes that through its Instagram contest, the flow of information can be reversed, with consumers educating Domex and its retailers.

“We’re looking for outbound information we can bring back to our retail partners and show them what consumers are talking about.”

Domex chose Instagram because of the speed with which it allows people to share photos across multiple social media platforms, Nager said.

To enter the contest, consumers must post their photos to Instagram using the hashtags “#EATAPPLES @superfreshgrowers,” “#EATCHERRIES @superfreshgrowers” or “#EATPEARS @superfreshgrowers.”