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Retail Program Promotional Activities

The Retail Program establishes partnerships with retailers who agree to use its merchandising materials and host promotional activities to encourage shoppers to choose more fruits and vegetables. Retail Program promotional activities for qualifying retailer partners can include:

Healthy Food/Beverage Demonstrations

Food or beverage demonstrations are a great way to encourage customers to buy and eat more fruits and vegetables. These fun and interactive demonstrations can be conducted with fresh, canned, frozen, dried, or juiced fruits and vegetables inside or in front of a store.

Food demonstrations include:

  • A 4-hour food or beverage demonstration service provided for free by certified food handlers.
  • Free promotional items for customers.
  • Assistance with print or radio promotions for the demonstration.

Store Tours

Store tours focus on how to select, handle and store fruits and vegetables, and how to choose healthy drinks. Shoppers learn about the health benefits of eating more fruits and vegetables and are reminded to purchase them every time they shop. Tour topics include nutrition, storage tips, seasonality, nutrition label reading, and easy ways to prepare fruits and vegetables. Tours are great for adults and children alike!

Store tours include:

  • A free tour led by a well-trained Retail Specialist. The tour includes the produce department and the canned, frozen, and juiced fruit and vegetable aisles.
  • Free promotional items for customers.
  • Optional – fruit/vegetable taste testing and/or healthy beverage demonstration for tour participants.

Promotions and Observances

Promotional events like health fairs, cooking contests, and cook-offs can add a sense of community to a store. Celebrate themes and observances—such as Back-to-School or Black History Month— to further promote good relationships with customers!

Support for special promotional events can include:

  • Planning and coordination of the event.
  • Assistance with displays and distribution of nutrition education materials.
  • Assistance with public relations support for the event.

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Fruit and Veggie Fest

Through its annual Fruit and Veggie Fest, the Retail Program spotlights its supermarket and grocery store partners, and the important role they play in making sure healthy and budget-friendly food choices are available to low-income shoppers.

Event Support and Promotion

Retail Program partner retailers who host a Fruit and Veggie Fest event receive the following support:

  • Planning and coordination of the event with a local Retail Specialist.
  • Public relations support to promote the event and generate media attention.
  • Assistance with displays and distribution of nutrition education materials.
  • Fruit/vegetable taste testing and/or healthy beverage demonstration provided by certified food handlers (optional).

Fruit and Veggie Fest Event in Action

This video highlights the Fruit and Veggie Fest held at Arteaga's Super Save Food Center in Gilroy, CA on May 1, 2010. This film was sponsored by the California Department of Public Health, The Santa Clara County Public Health Department and the Network for a Healthy California.

YouTube videoHealthy Communities Taking Root, YouTube video, 8:50Opens a new browser window


The annual Fruit and Veggie Fest has received numerous awards, such as the Produce Business Magazine Marketing Excellence Award (PDF, 8MB),Opens a new browser window which recognizes outstanding creativity, comprehensive strategy, and successful execution.

  • Marketing Excellence Award – Produce Business Magazine; 2009, 2012, 2013
  • PRism Award – Public Relations Society of America-Los Angeles Chapter; 2010
  • American Association of Health Educators Award; 2013

News coverage

State Officials and Local Grocers Pair Up To Encourage Healthier Eating; Opens a new browser windowErik Anderson, KPBS Evening Edition news clip, May 23, 2013. 


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Last modified on: 9/30/2014 10:26 AM