(Aug. 22) Marketing company Consumer Effects Inc., Sacramento, Calif., in partnership with Discovery Kids network and Supervalu Inc., Eden Prairie, Minn., recently kicked off its fourth annual nationwide campaign to encourage children to eat more healthfully.

More than 1,000 Supervalu supermarkets under the Albertsons, Shaw’s, Jewel-Osco and Acme banners are expected to participate in the campaign through Aug. 29, said Stephanie Smith, marketing promotions manager for Consumer Effects.

The Good to Grow campaign started Aug. 2 in some stores. For the first three years, the campaign was called Wacky Days of Summer.

Good to Grow is promoting produce to children with recipe and activity booklets, an interactive Web site, and in-store displays featuring Paz, a cartoon penguin character from Discovery Kids’ “Ready Set Learn!” show.

Product display signs call attention to the campaign’s 11 produce industry sponsors, including DNE World Fruit Sales, Fort Pierce, Fla.; the California Avocado Commission, Irvine; Monterey Mushrooms Inc., Watsonville, Calif.; and Dulcinea Farms LLC, Ladera Ranch, Calif.

Nearly 300 of the stores are expected to hold sampling events to give children the chance to try sponsors’ produce, Smith said.

The campaign, which has a web site at http://www.good-to-grow.com, also includes promotional mailings to more than 18,000 child-care providers nationwide.