Produce for Kids is teaming up with The Very Hungry Caterpillar for its third annual Healthy Families, Helping Kids campaign this fall. The campaign, running in all Meijer stores and Publix Super Markets this September and October, will raise funds to support local children’s charities. The partnership was brokered on behalf of the World of Eric Carle by its worldwide licensing agent, the Joester Loria Group (JLG).
“We’re so excited to be partnering with The Very Hungry Caterpillar this fall. As a classic, it connects to both parents who read the story as children and children today who are reading it for the first time,” says Trish James, vice president, Produce for Kids. “Through our in-store campaign, we can help shoppers make smart decisions and feed their families healthy meals with wholesome ingredients.”
The Very Hungry Caterpillar, a classic book by Eric Carle, is celebrating its 45th anniversary this year and will be featured on in-store signage in more than 1,200 grocery stores and fresh markets in 11 states. Signage will notify shoppers of all participating produce companies and point them to www.produceforkids.com for additional information on the campaign, more than 150 produce-centered recipes and healthy tips from real parents.
“We are delighted to partner with Produce for Kids to promote healthy eating and provide families with a recipe that will encourage kids to choose fresh fruit and vegetables,” says Debra Joester, president, The Joester Loria Group. “The Very Hungry Caterpillar has inspired three generations of children and we are confident this campaign will resonate with millions of parents and children that are fans of Eric Carle’s iconic book.”
The Healthy Families, Helping Kids campaign will run from September through October 2014 with the support of more than 20 participating fresh fruit and vegetable suppliers, representing every major category of fresh produce. Suppliers will make a consumption-based donation to local children’s charities. The more items from participating companies that shoppers purchase, the more local children’s organizations benefit.
Sponsored products for each supermarket can be found on display materials in the grocery stores’ fresh produce departments and online at www.produceforkids.com.