INTERLEX AWARDED TDA ACCOUNT

The Texas Department of Agriculture (TDA) has selected Interlex for its advertising and marketing needs, assembling a roster which also includes five other firms. Via a competitive RFP process, the government agency tasked with promoting Texas agriculture, supporting farmers, and informing and educating the public regarding the state’s homegrown agricultural products and resources awarded a renewable multi-year contract to the advocacy marketing firm.

Interlex is no stranger to the promotion of healthy foods and nutrition, including fresh produce. In the early 2000’s Interlex managed the State of Texas Department of State Health Services’ Women, Infants & Children (WIC) enrollment outreach campaigns, which led to national work for the USDA’s SNAP program. Both programs are designed to increase access to healthy nutrition for low-income households. Since 2012, Interlex has furthered honed its expertise in the category, first contributing via public health communications for the CDC’s “Communities Putting Prevention to Work” initiative and First Lady Michelle Obama’s “Let’s Move” campaign, and then as agency of record for the world’s largest produce company, Del Monte Fresh.

“Working on nutrition-related campaigns has taught us that encouraging families to eat fresh, local and healthy is a multilayered, long-term process. There are systemic, behavioral, and perceived barriers that prevent or dissuade consumers from making the healthiest choices on a regular basis,” stated Interlex CEO Rudy Ruiz. “Working with clients like TDA, Interlex strives to make healthy farm-fresh foods as appealing and accessible as possible to everyone, regardless of income, race or ethnicity, and geography.”

During its long tenure as a partner to Del Monte Fresh and organizations including the Florado Tomato Commission, Ruiz said, “Interlex came to understand that marketing agricultural goods is not as simple as it may seem. Branding products that have traditionally been seen as commodities poses a unique creative challenge. Beyond that, the marketing is not purely direct to consumer, but also often involves multiple strategic prongs including the grocery and food services trades as well as media.”

The work ties into Interlex’s unique social mission to help its clients “make a positive impact in the lives of diverse communities. According to Ruiz, “Good health starts with healthy eating habits, which are not feasible without affordable access to fresh fruits and vegetables and locally sourced farm-fresh foods. Our goal is to make the products that local and regional farmers produce as appealing to consumers as possible. It’s a competition for the food-shopper’s attention, budget, convenience, and appetite. With a singular focus on what’s best for the end consumer’s health, we help clients like TDA win that competition, serving the wellbeing of both consumers and farmers alike.”