Produce Mom, Certco Launch Indy Grocers' Guidebook

The Produce Mom and Certco Inc. have teamed up to launch a produce guidebook for fresh produce in independent grocery stores throughout Wisconsin and Illinois. The new initiative aims to erase the belief that fruits and vegetables are difficult to purchase and prepare while encouraging consumers to try new fruits and vegetables.

Participating Wisconsin stores include Miller and Sons in Verona and Mt. Horeb; Bills Food Center in Oregon (Wis.); Lake Mills Market in Road Lake Mills; Burreson’s Foods in Belleville; and dozens of other local Shurfine Food Centers.

In addition to in-store displays, the Produce Mom Picks program provides consumers with guidance on how to select, store and serve produce items via weekly recipe and an educational blog about the featured fruit or vegetable on and its associated social media sites.

“This is a wonderful resource for our member stores as we strive to provide more ideas for families to eat fresh, healthy foods," said Terry Everett, advertising director of Certco, a grocery wholesaler that serves more than 200 independent grocery retailers throughout Wisconsin, Illinois, Minnesota and Iowa. "Produce Mom Picks helps consumers gain new and fun ideas for using fresh produce. We think the online tools are especially great and will connect with consumers of all ages."

“Like most busy moms, I want to feed my family nutritious foods. However, finding the time to look for good, easy recipes and get the ingredients can be tough," said Lori Taylor, The Produce Mom. “Each week I’ll be offering tips and recipes to help families eat more fruits and veggies. It’s my hope that Produce Mom Picks makes meal planning and grocery trips easier.”

Launched in January 2012, The Produce Mom is the official blog and consumer brand of Indianapolis Fruit Co., a supplier of fresh fruits and vegetables to retailers in more than 14 Midwestern states. The blog is authored by Taylor, who is the company's marketing manager.

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