ORLANDO, Fla. — Produce for Kids thanked participating retailers for supporting the campaign at the Southeast Produce Council’s 2013 Southern Exposure convention.

Produce for Kids thanks retailers for fundraisingDuring a March 1 reception, the Orlando-based Produce for Kids reported its fall 2012 campaign generated $170,000; the program raised $356,000 in the spring.

During the past decade, the organization contributed $4.2 million to children’s charities, said Amanda Keefer, public relations and social media manager.

“We’re very proud of 2012 and have been very blessed with the support we’ve received,” said Produce for Kids founder John Shuman, president of Shuman Produce Inc., Reidsville, Ga. “It was a banner year for Produce for Kids. We promoted the campaign in some 33 states. I want to say thank you to all our retail partners and sponsors for making it happen.”

At the reception, Keefer highlighted some of its campaigns.

After launching a redesigned website — produceforkids.com — during the summer, she said the group plans to market programs by transitioning into a “new digital space.”

Produce for Kids thanks retailers for fundraisingBimonthly Twitter parties the group began in 2012 are successful and Keefer said the organization is heavily focused on social media. It’s working with 80 influential “mommy” bloggers.

Participating retailers include Netherlands-based Ahold USA Inc.’s Giant Food Stores, Martin’s Super Food Store, Giant Food LLC and Stop & Shop Supermarkets; Kansas City, Kan.-based Associated Wholesale Grocers Inc.’s Major Savings, Advantage, Independent, Country Mart, Homeland and United divisions; Cincinnati-based Kroger Co.’s southwest, central, Fred Meyer and King Soopers divisions; Meijer Inc., Grand Rapids, Mich., Price Chopper, Schenectady, N.Y.; and Publix Super Markets Inc., Lakeland, Fla.

More than 50 fruit and vegetable suppliers also participated.