AWG Springfield, Produce for Kids Launch Year-long Program

Missouri-based Associated Wholesale Grocers (AWG) Springfield division has launched its first-ever year-long healthy-eating campaign with Produce for Kids (PFK), which will raise funds for Feeding America programs that aid families and children within the AWG Springfield footprint. The initiative offers shoppers healthy meal solutions and registered dietitian-approved recipes and tips.

Running through the end of the year, the campaign is backed by 11 participating fresh fruit and vegetable suppliers: Borton Fruit, Cool Creations, Dole Salads, Growers Vegetable Express, Melissa’s Produce, Naturipe, organicgirl, Sage Fruit, Schmieding Produce, RealSweet by Shuman Produce, and Sunkist Growers Inc.

Noting that the campaign is “an effort that encourages our shoppers to introduce fresh fruits and vegetables to their families while supporting local families in need,” Gary Townsley, produce operations and sales manager at AWG Springfield, said, “It is our mission to give our shoppers a fresh and healthy experience when they visit our produce departments, and this campaign will help us build on that mission.”

During the campaign, in-store displays and signage, featuring the PFK and Feeding America logos, will appear in all 272 AWG Springfield produce departments. The signage will direct shoppers to the website www.produceforkids.com/kids, which offers 300-plus registered dietitian-approved and family-tested recipes, meal-planning tools, grocery store-specific campaign details, and parents’ healthy tips. Shoppers can share their own healthy recipes and ideas during the campaign, using the hashtag #produceforkids.

According to John Shuman, president of Orlando, Fla.-based PFK, the organization has so far raised more than $6 million to support families nationwide.

Additionally, Associated Wholesale Grocers of Oklahoma, based in Oklahoma City, plans to launch a Produce for Kids campaign this spring.

Kansas City, Kan.-based AWG is the nation's largest cooperative food wholesaler to independently owned supermarkets, serving more than 3,800 locations in 30 states, from 11 full-line wholesale divisions.  AWG's Springfield, Mo., division serves 350-plus member retailer locations in Missouri, Oklahoma, Arkansas, Kansas and Illinois.