Millions of consumers benefitted from Healthy Family Project’s annual Mission for Nutrition initiative — and so did produce brand partners.
During the month of March, Healthy Family Project aligned with health-conscious brands and more than 400 retail dietitians at 52 retailers, as well as school nutrition directors in more than 100 schools for this year’s annual Mission for Nutrition, according to a news release.
This was the first year school nutrition directors were included to receive the benefits of this initiative.
The digital, in-store and in-school program focused on the importance of eating nutritious foods and the value of meal planning, reaching more than 219 million consumers in March, according to the release.
A cause marketing organization, Healthy Family Project creates programs, like Produce for Kids, that provide easy, fun and inspiring recipes and healthy ideas. Since its creation in 2002 by Shuman Farms, group has raised more than $7 million to benefit children and families and provided 12 million meals through Feeding America, according to the release.
In mid-February, retail dietitians and school nutrition directors received a resource kit filled with health-focused items from Healthy Family Project and partners of Mission for Nutrition.
Related: Listen to Healthy Family Project's Amanda Keefer talk budget-friendly meal ideas on the Tip of the Iceberg podcast.
The kit included a mini magazine published by Healthy Family Project, featuring internationally inspired recipes and a shopping list featuring the partners. The magazine reached 22,000 shoppers and 5,000 students over the course of the month, according to the release.
“We felt confident adding school nutrition directors to our Mission for Nutrition efforts this year after several years of positive results with retail dietitians,” said Healthy Family Project Vice President Trish James said in the release. “This was a very natural addition to the program as we recognized the resources created for retail dietitians could also make an impact in nutrition education in schools.”
Brand partners donated $12,000 to the Foundation for Fresh Produce to increase accessibility to fruits and vegetables in schools, including: Crispy Green; Taylor Farms; Envy Apples and Jazz Apples by Oppy; Nature Fresh Farms; Shuman Farms RealSweet Onions; and True Made Foods.
Mission for Nutrition earned more than 17 million social media impressions with initiatives including a Live Facebook cooking class, Twitter party, regular giveaways, video on Instagram and Tik Tok, and sharing of recipe content throughout the month.
In March, visitors to themissionfornutrition.com could download a free digital copy of the mini magazine and access an additional 600 registered dietitian-approved recipes. More marketing efforts for Mission for Nutrition included targeted e-newsletters, influencer outreach and promotion on The Healthy Family Project podcast.
Retail dietitians were encouraged throughout the month to share their in-store events and displays using the kit components for a chance to win a $1,000 continued education scholarship. This year’s winner is Julianne Gallo, registered dietitian at ShopRite of Lodi, N.J.
“We know the impact retail dietitians can make in a shopper’s purchase decisions and the health of their communities,” James said in the release. “We are excited to offer this continued education scholarship again this year to support ongoing advancement in this space.”