Building on the recent launch of its new consumer-focused website, Domex Superfresh Growers announced a new Instagram promotion called "Picture a Healthier You."

The promotion will utilize the company's Instagram account @superfreshgrowers and other social properties to promote the increased consumption of apples, pears and cherries, and celebrate what consumers love about its fruit.

"We believe in a healthy life and a healthy diet that includes large amounts of fresh fruits and vegetables,” Howard Nager, vice president of marketing for Domex Superfresh Growers, said in a press release. “In an age where consumers are often faced with complex food decisions we aimed to keep our message simple and remind them that consuming apples, pears and cherries or any other fresh produce item is among one of the best things they can do for their health.”

To enter, users need to upload an original image to Instagram of their favorite recipe, variety or healthy activity featuring apples, pears or cherries, and caption that image with one of the qualifying hashtag and username combinations, #EATAPPLES @superfreshgrowers, #EATCHERRIES @superfreshgrowers, or #EATPEARS @superfreshgrowers.

Photos will be displayed on a promotional section of the new Superfresh Growers website at www.superfreshgrowers.com/pictureahealthieryou.

Domex Superfresh Growers will select three winners every month to receive a $100 Visa gift card.

In addition to promoting healthy lifestyles and increasing consumption of fruits and vegetables, Domex Superfresh Growers aims to use the promotion as a vehicle for understanding more about its consumers and changing marketplace behaviors.

"Instagram is the perfect vehicle for Domex Superfresh Growers to visually connect with each of our consumers and understand how they enjoy our products after they leave the store,” Nager said. “As growers and marketers we are excited to explore this as an opportunity to learn more about how we can better serve consumer needs and take advantage of opportunities with retail partners that might not be revealed from looking at traditional data.”

In addition to the consumer-focused effort, Domex Superfresh Growers has launched an internal campaign that encourages healthy diets and healthy activity for every employee. Every week a mobile fitness clinic offers exercise-training programs at the Superfresh Growers campus and the company subsidizes half of the membership cost for employees with good attendance.