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Foxy's REJUICENATE program to boost produce consumption

Foxy Produce looks to boost produce sales with the launch of its free educational campaign called “REJUICENATE with Foxy.” The program, which introduces 20 easy-to-make liquid-based meals and snacks, is designed to teach the public fun and cost-effective ways to enjoy produce while simultaneously encouraging the consumption of whole vegetables and fruit.

Foxy will bring its “REJUICENATE with Foxy” initiative directly to the masses through the distribution of 1 million free recipe booklets placed in packages of Foxy Romaine Hearts, and the hosting of major in-store events nationwide. At least 60 grocery stores have already signed on to hold juicing demonstrations and free tastings beginning April 2014 and continuing through October 2014. The inaugural function will kick off on April 11 from 10:30 a.m. to 5:30 p.m. at Lucky/Save Mart in Daly City, CA.

“Juicing has been a boon for the produce industry, enabling the public to find a new love for fresh vegetables and fruit," Foxy Marketing Vice-President Matt Seeley said in a press release. "We’re launching this program to show consumers young and old alike that healthy food can taste great and be enjoyed in a variety of ways. We hope to inspire people to eat and drink better, and at the same time, help grocers all across America sell more Foxy produce.”

Based upon the principles of "Juice, Reuse and Rejuvenate," the comprehensive menu celebrates produce in its many Foxy forms — whether whole, juiced or repurposed. The program includes 10 original vegetable and fruit juicing concoctions, the introduction of three “liquid salads” — dressing included — two smoothies, four super juiced leftover pulp-infused snacks, and one dessert. The DIY recipes evolve — from simple to complex juicing combinations to wildly creative pulp-infused food ideas — transforming the produce food chain into a produce food wheel.

Keeping with Foxy’s commitment to consumption of whole produce and minimizing waste, it has also invented a number of healthy snack ideas using juicing byproducts. Leftover pulp from “Green with Envy Superjuice” can be combined with hummus for a delightful new fresh vegetable spread. Likewise, “Turn the Beet Around Superjuice” (Foxy beets, Foxy strawberries) can be added to fresh pancake batter for naturally sweet and colorful hotcakes, making fruits and vegetables more appealing to children and the produce-averse.

Alongside its in-store activations, Foxy will launch a companion social media program to generate and invite new dialogue about the importance of healthy eating. Planned activities will include weekly chats on Twitter about healthy eating habits, photo-sharing contests across Facebook, and encouraging the creation of consumer-generated video content featuring the public’s own DIY REJUICEINATING-style recipes.