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Building on the recent launch of its new consumer-focused website, Domex Superfresh Growers has unveiled an Instagram promotion, “Picture a Healthier You.” The company will select three winners every month to receive a $100 Visa gift card.
To enter, users need to upload an original image to Instagram of their favorite recipe, variety or healthy activity featuring apples, pears or cherries, and caption the image with one of the following hashtag/username combinations: “#EATAPPLES @superfreshgrowers,” “#EATCHERRIES @superfreshgrowers,” or “#EATPEARS @superfreshgrowers.” Photos will be displayed on the new Superfresh Growers website.
“We believe in a healthy life and a healthy diet that includes large amounts of fresh fruits and vegetables,” said Howard Nager, VP of Marketing for Superfresh Growers. “In an age where consumers are often faced with complex food decisions we aimed to keep our message simple and remind them that consuming apples, pears and cherries or any other fresh produce item is among one of the best things they can do for their health.”
In addition to promoting healthy lifestyles and increasing consumption of fruits and vegetables, Superfresh Growers aims to use the promotion as a vehicle for understanding more about their consumers and changing marketplace behaviors.
“Instagram is the perfect vehicle for Domex Superfresh Growers to visually connect with each of our consumers and understand how they enjoy our products after they leave the store,” Nager added.
In addition, the company has launched an internal campaign that encourages healthy diets and healthy activity for every employee. Every week a mobile fitness clinic offers exercise-training programs at the Superfresh Growers campus and the company subsidizes half of the membership cost for employees with good attendance.
Yakima, Wash.-based Domex Superfresh Growers grows and markets both conventional and organically grown apples, pears, cherries and apricots.