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PFK's new Mission for Nutrition program

Produce for Kids announced a new program to its roster, already including Power Your Lunchbox and retail flagship campaigns, with the Mission for Nutrition program in celebration of National Nutrition Month. The multi-faceted program will raise awareness of health-conscious brands and commodities through consumer and retail dietitian outreach, including strategic digital elements, registered dietitian developed meal plans and in-store opportunities.pfk

“We have worked closely with retail dietitians through our We Heart RDs program over the past two years and recognize March is an optimum time of year to execute a nutrition celebration program,” said Trish James, vice president Produce for Kids. “We have had success with the retail dietitian in-store display contest in past years and felt it was time to add extra elements to the mix, like the new consumer-facing aspect.”

Through Mission for Nutrition, a kit of resources will be sent to more than 400 retail dietitians at more than 50 retailers across the U.S. and Canada to be used in store to promote the program. Health-conscious brands and commodities partnering on the program will have the opportunity to include samples, coupons, brochures or promotional items in the kits. In addition, retail dietitians will be encouraged to submit photography of their Mission for Nutrition displays using partner items for the chance to win a $1,000 continued education scholarship.

“We know our retail dietitians will be talking to shoppers, but enhancing that in-store interaction with additional meal plans, influencer outreach, social media strategy and podcast shout-outs will only shine extra light on the importance of a healthy diet and our partners,” said James.

The consumer-facing side of the program will include visibility for partners on produceforkids.com through branded recipes, meal plans and sweepstakes as well as inclusion in targeted e-newsletters, social media support, influencer outreach and mentions in the “Healthy Bites” portion ofThe Healthy Family Project by Produce for Kids podcast.

As with all Produce for Kids programs, Feeding America’s programs that benefit families and children will receive a donation tied to Mission for Nutrition.