Spring means luscious offerings of strawberries, asparagus and snap peas. As these seasonal favorites hit the produce aisles, brands are highlighting ways families can enjoy the fresh flavor through kid-friendly snacks, simple weeknight dinners or interactive cooking experiences.
Brighter Bites, Yo Quiero and the Healthy Family Project are carryout out campaigns that blend nutrition education, convenience and playful engagement, aiming to turn springtime produce into both a household staple and a source of fun.
Bringing families together
To tap into spring's abundance, brands are launching seasonal campaigns that encourage families to buy, cook and enjoy more fresh produce together. That includes being mindful about costs when it comes to healthy eating.
“We love to promote eating in season as a great way to stay healthy on a budget and to get the most nutrition,” said Christina Maynor, senior manager of programming and marketing for Brighter Bites. “We share our Eat in Season and Healthy on a Budget tip sheets with our families to educate them on how to purchase produce when in season to get the most out of their dollar and to get the most nutrition.”
This spring the Healthy Family Project launched its Mission for Nutrition program designed to support dietitians working in retail and school settings, says Amanda Keefer, senior director of marketing and communications for the organization.
“We're mailing kits to over 250 members of our Healthy Family Project nutrition professional network, with a second wave going out in June for new sign-ups,” Keefer says. “Each kit includes a What's in Season counter card, POS materials, one-sheeters highlighting our brand partners, stickers and tear pads that direct consumers to our free digital cookbook filled with easy, produce-packed recipes and health benefits for each featured item.”
While this campaign isn't direct to consumer, Keefer says that it's highly impactful because “we're equipping the professionals families turn to for guidance with tools that make it easy to promote seasonal produce and simple, nutritious meals.”
Team up to increase awareness
Collaborations between brands, retailers and suppliers are playing a key role in reaching families where they shop, both in-store and online.
One such partnership is the Healthy Family Project's six-month “Produce for Kids” campaign with AWG Springfield — including Harps Food Stores — that kicked off April 1.
“We've deployed eye-catching POS signage in produce departments and are working closely with Harps' marketing team to share family-friendly recipes and tips across their social media and My Hometown Rewards app,” Keefer says. “This region sees high food insecurity rates, so we're also partnering with local Feeding America food banks to share educational materials and drive awareness of the campaign's impact.”
Next up for the Healthy Family Project is a Publix campaign that launches May 14 across all stores.
“We're partnering with Publix dietitians to develop engaging shopper content and colorful e-newsletters that offer fun, approachable ways to incorporate more fresh produce into everyday meals,” Keefer says.
“Across the board, we're seeing strong interest in snacking produce like mini cucumbers, cherry tomatoes and mandarin oranges,” she adds. “Convenience and nutrition go hand in hand for families — and that's where we're focusing our energy.”
Past partnerships that have worked well for Brighter Bites include partnering with Gelson's and Zespri to promote their work through in-store marketing, Maynor says. “For every kiwi pack purchased, both Gelson's and Zespri donated $1 to Brighter Bites. We also partner with retailers to support our program through funding.”
Consumer trends
Family-focused produce marketing is evolving to reflect shifting values, shopping habits and mealtime priorities.
Maynor says one trend that has stood the test of time is pickled vegetables.
“One of our most popular recipes on our website has always been our Pickled Cabbage and Carrots. It's a fan favorite,” Maynor says. “At Brighter Bites, we surveyed families and the produce items they enjoy receiving the most are the following: apple, banana, grapes, orange, strawberry, watermelon, broccoli, carrots, cucumber, lettuce, potato and tomato.”
Another trend is convenience packaging for busy families.
Yo Quiero's new Grab & Go line includes 4-ounce containers of 10 different flavor profiles of the brand's guacamole, bean dip, salsa and more.
“We created and marketed this line for families and for people on the go,” says Tara Murray, vice president of marketing for Fresh Innovations LLC/Yo Quiero. “As we know, grab-and-go is huge nowadays, because nobody seems to have the time to stop and fuel themselves with good food.”
The quality ingredients are nutrient-rich, providing a healthful snack between sporting events or while on the go, Murray says.
“It's a great fuel for families that are on the go in between games, etc., just to have and to grab and to take on the road,” she says. “And because of that, when we created these products, we made sure they fit into a cup holder in a car or a car seat cup holder, so even the kiddos in the back can snack on the go.
“You can peel one of these back, give them some carrot sticks or some chips and they can dip to their heart's content with this little container in their little to-go cup,” Murray adds. “And it makes them feel like a big person.”
The Yo Quiero line has something for the entire family, Murray says. If a family member doesn't prefer guacamole, there are bean dips, salsa or a corn salsa. If they prefer a sour cream-based dip, there's an onion or jalapeno dip, Murray says.
“So it allows that portion size to be a good, substantial snack, but allows everybody to get their own and to have their own choices,” she says. “They're just the right size for a snack on the go, that's nutrient-dense and fits in cup holders.”
The grab and go packs are convenient for retailers as well, Murray says.
“The brand comes in an easy, convenient self-contained pack for the retailer. It comes in a display-ready case that all they have to do is tear the top off,” she says. “There are 12 of these units in one of these cases, and retailers right now are pricing them from $1.99 to $2.49 for 4 ounces.”
Creative education
Education is key to driving long-term habits, and many brands are finding creative ways to help families easily add more fruits and vegetables to daily meals and snacks.
Brighter Bites promotes a healthy topic each week of programming, Maynor says. These include topics like “Eat the Rainbow”, “Healthy Swaps,” “Healthy on a Budget” and more.
“Our staff provides tips sheets that coincide with the topic as well as hang signage that promotes the topic,” she says. “We also sprinkle these concepts throughout family newsletters and social media.”
With so much conflicting nutrition content online, Keefer says the Healthy Family Project leans into its trusted team of registered dietitians to be its voice.
“They narrate our recipe reels and contribute regularly to our blog, offering practical, real-world tips for meal planning, picky eating and beyond,” she says.
“Our goal is to be a reliable, stress-free resource for families — whether they're looking for quick dinner ideas or navigating a new diagnosis,” Keefer adds. “We aim to meet families where they are, with simple, supportive content that encourages long-term healthy habits.”