Produce for Kids, a philanthropically based organization that raises funds for local children’s non-profit organizations and brings the produce industry together to educate consumers about healthy eating with fresh produce, has named Amanda Keefer as its new director of marketing communications.
Keefer has worked for Produce for Kids for the last three years as the public relations and social media manager. In her new role, she will be responsible for overseeing all Produce for Kidsmarketing efforts to ensure consistency throughout all external communications and messaging.
Keefer will assist Trish James, vice president of Produce for Kids, in the development and implementation of the new back-to-school digital program, as well as developing the current year-round marketing plan to promote Produce for Kids on a national level. She will continue working directly with Produce for Kids’ corporate and media partners, such as Children’s Miracle Network Hospitals, DonorsChoose.org and Sprout to leverage maximum marketing exposure. In addition, Keefer will oversee all social and public relations efforts and maintain relationships with community relations contacts within retailer partner organizations.
“We are very pleased that Amanda Keefer will be stepping into an elevated role at Produce for Kids,” James said in a press release. “She comes to the table with 12 years of marketing and public relations experience, three years of which she has spent at Produce for Kids, where her expertise has positioned Produce for Kids as a recognizable consumer brand. I’m confident that she will be able to help take Produce for Kids to a new level.”
Keefer began her career at the Kennedy Space Center Visitor Complex in 2002 as a public relations representative. From there, she worked in the travel and tourism industry for seven years handling U.S. media relations for hotels and destinations before joining Produce for Kids in 2011. Since joining Produce for Kids, Keefer has developed extensive relationships with mom bloggers across the country, including developing the Parents on Produce board. She has also overseen all social media efforts, which have skyrocketed in the last three years, almost doubling in followers year over year since 2011.
As a mother of two girls and a blogger, Keefer not only understands Produce for Kids target audience, she is its target audience. She brings a lot of her own family experiences to life on the Parents on Produce blog, offering tips to other parents.