Cincinnati-based grocery chain Kroger announces that its Central Division, which includes 136 food stores, 115 pharmacies and 96 fuel centers operating under three banners: Kroger, Owen’s and Pay Less, has entered into a partnership with The Produce Mom on an extensive marketing campaign. The campaign will include in-store signage, digital and social media, as well as internal communications, community relations and more.
The Produce Mom, which provides healthy eating tips and recipes and serves as an advocacy group for the fresh produce industry, will be displaying its Produce Challenge, a trademarked monthly calendar, in all Central Division produce departments. The Produce Challenge is a tool that not only encourages daily consumption of fruits and vegetables but also encourages consumers to shop the entire department.
In addition to The Produce Challenge signage, Kroger’s Central Division stores will offer “Produce Mom Picks,” a point-of-sale program that showcases a different fruit or vegetable every week. This program will be supported by print, digital and social media content, along with internal communications. Lori Taylor, owner of The Produce Mom, will appear on Kroger’s internal broadcast station, KTV, to provide information and tips surrounding fresh produce.
Select Central Division stores, found in multiple states throughout the Midwest, will feature in-store events throughout the year produced with the support of the U.S. Department of Education and the student leadership group Family, Career and Community Leaders of America.
“The Produce Mom is extremely happy to expand our brand programs and broaden our influence with Kroger,” says Taylor. “My entire adult life I have been a Kroger shopper. Like all brands in The Produce Mom Family, there is authentic knowledge and passion at the core of this partnership. Our goal is to drive sales of produce at Kroger and attract shoppers through in-store education and digital communication strategies.”