As the leaves turn and routines shift from vacations to the return to school, produce brands are leaning into fall's natural rhythms to connect with families in fun and meaningful ways.
Healthy Family Project, Yo Quiero Brands and Bay Baby Produce are among those rolling out targeted marketing strategies that blend nutrition with nostalgia — think guacamole snack packs for lunchboxes, apple-themed Halloween kits and educational content designed for busy parents. These efforts not only boost seasonal sales but also help build lasting loyalty among health-minded and busy families.
Celebrating the Season
The Healthy Family Project gets into the spirit of the season by highlighting fall favorites like apples, pears, grapes, sweetpotatoes, squash and, of course, pumpkins — all of which they say lend themselves beautifully to lunchboxes, healthy snacks and quick, comforting dinners that fit busy back-to-school schedules.
“Our fall campaigns are built around the theme of getting families back into a healthy routine,” says Trish James, vice president of Healthy Family Project. “As kids head back to school and families adjust to new schedules, we meet them where they are with ideas and inspiration to make nutritious choices easier. We share tips for packing balanced and
creative lunchboxes, stocking up on healthy after-school snacks and preparing easy weeknight dinners that highlight seasonal produce.”
This year's back-to-school campaign is all about showing up for families in a real way, James says.
“We teamed up with incredible partners like Nature Fresh Farms, Shuman Farms, Bee Sweet Citrus, Sunset, Jazz Apples, Consalo Blueberries, Del Monte and Yo Quiero to deliver fresh ideas, better-for-you recipes and simple solutions that make lunchboxes and mealtime a little easier,” James explains. “New this year, we created custom Spotify playlists for each brand partner to bring some fun to the kitchen, carpool or after-school downtime. We also included past recorded podcast episodes that align with the campaign to give parents quick, helpful insights when they need it most. On top of that, our team of registered dietitians contributed to blogs and recipes packed with nutrition tips and real-life practicality.”
In addition, through its Healthy Family Project campaign at Defense Commissary Agency commissaries (running September through mid-October), James says it brings these themes to life in a way that connects with military families nationwide. These are promoted through in-store signage, field-trip style Healthy Hero Tours for kids and digital resources for parents to help them feel confident and inspired when shopping for and preparing meals.
“As Halloween approaches, we extend our messaging to show how fresh fruits and vegetables can be part of the fun and festivities,” James says. “From clementines transformed into jack-o'-lanterns to spooky veggie skeleton trays and apple monster snacks, we help families incorporate nutritious options into their celebrations in creative and engaging ways.”
Tara Murray, vice president of marketing for Fresh Innovations LLC and Yo Quiero Brands, says that because dips and guacamole are huge sellers during more seasonal times, like back-to-school and Halloween, “we focus on pack sizes and convenience to remind consumers that our dips come in portable, lunchbox-able sizes as well as party sizes to feed every hungry ghoul and goblin.”
For back-to-school, Murray says the company offers its 2-ounce mini cups, which are ideal for kid lunchboxes, and a 4-ounce Grab & Go cups for a heartier snack in the car, on the way to games or just to nosh. The portable sizes are suited for snacking on the go, she says.
“For holidays, we offer a variety of sizes and dip flavors to create the ultimate dip/snacking boards,” Murray says. “We have guacamole, salsa, queso, bean dips and our two, new creamy dips: smokehouse onion and jalapeno. We also provide fun, family-
friendly recipes that allow consumers to create delicious dishes using our products.”
Bay Baby Produce's seasonal program is about celebrating fall with painted pumpkins, ornamental pumpkins and organic winter squash.
“With Halloween ranking as the second-biggest spending holiday in the U.S., Bay Baby's signature Painted Pumpkins deliver a bold seasonal message with their festive, hand-painted designs,” says Lindsey Lance, director of marketing and sales. “The Original Pumpkin Patch Pals — complete with feathery hair and playful hats — are a Bay Baby exclusive and a fan favorite. They make charming back-to-school gifts for teachers, and the Pumpkin Patch Pals Paint Kits are a hit in classrooms as a fun, creative activity.”
Shifts in Consumer Trends
Families continue to look for nutritiously satisfying meals that help ensure they can maintain peak performance while studying, playing sports or just getting through the day, Murray says.
“Everyone is so busy that it's important to feed everybody well,” she says. “Our line of Grab & Go items are packed full of nutritious ingredients. Our guacs have fiber, vitamins, minerals and good fats to keep people feeling fuller longer, and our bean dips have protein and fiber that help build and maintain muscle. You take these dips and pair with veggies, whole grains and fruit, and you've got great food that makes you feel good and is good for you.”
Lance says Bay Baby Produce is seeing exciting growth in the organic winter squash category, with more shoppers becoming aware of and reaching for organic options.
“To meet that demand, we offer bagged organic winter squash; each bag includes a recipe and a handy QR code that links directly to our website for more inspiration and info. It's a simple way to turn a healthy choice into a delicious one,” Lance says.
The Bay Baby Produce's Painted Pumpkins are like little works of art, Lance says — each one is its own eye-catching package.
“The Pumpkin Patch Pals, with their feathery hair and festive hats, are a hit with both kids and adults,” Lance says. “Building on the success of our bagged organic winter squash, we're excited to launch bagged ornamental pumpkins this season, featuring some of our signature favorites like Sparkler, Tiger and Casper.”
James says Healthy Family Project has seen a shift in what families prioritize when shopping for produce, and its messaging reflects those evolving needs.
“Convenience remains a top priority as families juggle busy fall routines,” she says. “Shoppers continue to seek out prewashed, precut or ready-to-cook produce options to save time during the hectic back-to-school and holiday seasons. Products like cubed butternut squash, bagged salads, apple slices and snacking grape or carrot packs resonate strongly with parents looking for grab-and-go solutions that don't sacrifice freshness.”
At the same time, James says there's been a growing awareness of the role that food plays in overall wellness.
“Many families are starting to view produce not just as a side dish, but as an essential part of maintaining good health (a mindset we continue to encourage through our food-as-medicine messaging),” she says. “In our fall campaigns, we highlight how seasonal fruits and vegetables contribute to immunity, energy and focus — all benefits that are especially important as kids head back to school and the colder months approach. For example, we emphasize the benefits of apples, a fall staple, which are high in fiber to help keep kids feeling full and focused through the school day, and full of antioxidants that support immunity.
James also sees families looking for fun and inspiration when it comes to produce.
“Parents want new ways to serve familiar favorites and introduce their kids to different fruits and veggies without it feeling like a chore,” James explains. “Our content and signage speak to this by offering creative snack and meal ideas, as well as themed seasonal suggestions (like Halloween-themed veggie trays or apple ‘monsters') that make eating healthy feel enjoyable.
“By tapping into these trends,” she adds, “we're able to help families see produce not just as a staple on their shopping list, but as a meaningful part of their lifestyle and well-being.”
