Kroger and The Produce Mom® Launch Marketing Partnership

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Kroger Central Division partners with The Produce Mom to increase customer knowledge and consumption of fresh produce.

The Produce Challenge™ will be displayed in the produce department of all Kroger Central Division stores

Kroger and The Produce Mom share a desire to not only increase consumption of healthy produce, but increase consumer awareness about the nutritional value of produce and help customers try new produce options. -John Elliott, Kroger Central Division

Kroger Central Division has partnered with The Produce Mom. The partnership will include in-store signage, digital and social media marketing campaigns, internal communications, community relations, and more. The partnership launches on July 10, 2016.

The Produce Challenge™, a monthly calendar created by The Produce Mom which has been featured on The Huffington Post, and RadioMD, will be displayed in all Kroger 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 Central Division stores will offer Produce Mom Picks®, a point-of-sale program that showcases a different fruit or vegetable on a weekly basis. The weekly Produce Mom Pick is 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 industry and consumer insights surrounding fresh produce.

“Kroger values the expertise and consumer reach of The Produce Mom,” states John Elliott, public affairs manager for Kroger Central Division. “The Produce Mom offers a brand and social media personality that is relatable and accessible to Kroger shoppers. We look forward to combining her message with Kroger’s industry-leading produce quality and variety. Kroger and The Produce Mom share a desire to not only increase consumption of healthy produce, but increase consumer awareness about the nutritional value of produce and help customers try new produce options.”

The Produce Mom will have in-store events throughout the year at select Kroger Central Division stores. Events will be open to the public, broadcast through social media streaming and focused on how to select, store and serve fresh produce. In-store events will be supported by The Produce Mom’s network and partners at the Department of Education and 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,” explains Lori 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.”

About The Kroger Co.
The Kroger Co. has been serving local communities for 133 years. The Kroger Central Division has 136 food stores, 115 pharmacies and 96 fuel centers operating under three banners; Kroger, Owen’s and Pay Less, with locations primarily in Indiana and Illinois, in addition to three stores in Missouri, one in Michigan and one in Ohio. Kroger Central Division is dedicated to supporting every local community it serves, contributing more than $15.1 million in 2015 to local organizations, primarily focusing on hunger relief, K-12 education, health causes and diversity. The Kroger Co. was once again named the most generous company in America in a Chronicle of Philanthropy listing detailed in Forbes Magazine. At Kroger we value: honesty, respect, inclusion, diversity, safety and integrity.

About The Produce Mom®
The Produce Mom is an advocacy brand for the fresh produce industry: inspiring families to eat more fruits and vegetables, introducing consumers to produce brands, rallying the produce industry to converse with the consumer, and promoting policy to protect and increase the availability of fresh produce at American schools.

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Kristin Ahaus
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