FRESH FRUIT & VEGETABLES DAY CELEBRATED AT TEXAS CAPITOL
The Texas State Legislature designated the first Friday in April as Texas Fresh Fruits & Vegetables Day. On April 4th, the Texas Department of Agriculture (TDA) celebrated the event on the grounds of the State Capitol. The branding and this year’s campaign were developed by Interlex under its contract with TDA.
The State established Texas Fresh Fruits & Vegetables Day to promote the consumption of local produce and increase student awareness of the benefits of eating more fruits and vegetables. Both goals are tied to TDA’s dual role in supporting Texas farmers while also increasing the availability of Texas fruits and vegetables in the National School Lunch Program.
To engage with a range of audiences and heighten awareness and recall, Interlex branded Texas Fresh Fruits & Vegetables Day, creating a
culturally appealing “Lotería” visual style for the campaign, which included a social media initiative, print and digital recipe cards highlighting Texas-grown produce, and promotional materials and signage for the event held on the grounds of the Texas State Capitol. The development of the creative approach involved input from both TDA and the Texas International Produce Association.
TDA declared the event and campaign a success. TDA’s Casey Corley stated: “It brought better awareness of Texas fruits and vegetables to those in attendance and encouraged legislative staff to keep our local producers in mind.”
According to Interlex CEO Rudy Ruiz, “The TDA campaign is a great example of how Interlex does work that brings our mission to life in alignment with our clients’ goals. Transforming public policy into social action depends on communicating in relevant ways with diverse audiences. In this case, we are reaching Texas families, youth, educators, the grocery industry, and legislators and influencers whose support for local farmers and healthy nutrition in schools is vital for both producers and consumers.”