Produce for Kids Inc., the Orlando, Fla.-based program aimed at uniting fresh produce suppliers and retailers to benefit children’s charities, is using social media tools — Facebook, Twitter and YouTube — in its fall direct-to-consumer awareness program.
 
The primary goal of the social media campaign, launched in the spring, is to increase awareness and consumer engagement with the Produce for Kids program, according to a news release.

“Social media gave Produce for Kids an opportunity to initiate a dialog with consumers, suppliers, retail partners and media — everyone who was most interested in our work to support healthy eating,” Heidi McIntyre, executive director, said in the release. “Not only did the social media tools advance awareness for the program, but they also helped build trust, relationships and friendships with our target audiences.”

All of the social media platforms were connected through the Produce for Kids Web site, www.produceforkids.org. Two components of the fall campaign, a children’s coloring contest and the Play with Your Produce Classroom Challenge, were conducted exclusively on line. The social media platforms helped to triple the number of visitors to the Produce for Kids Web site, the release said.

Onion grower-packer-shipper Shuman Produce Inc., Reidsville, Ga., founded Produce for Kids in 2002. According to the company’s Web site, Produce for Kids has raised more than $1.6 million for children’s charities.

Produce for Kids reaching out with technology