As family budgets get tighter, consumers may be tempted to push grocery items like fresh fruits and vegetables lower on their priority list.

Not if Martin’s Super Markets can help it.

All seven Martin’s Super Markets in Elkhart County will have a one-day produce sales event on Thursday, May 7.

Elkhart County has been particularly hard hit by the recession with one of the state’s highest unemployment rates.

The One-day Truckload Produce Sale is targeted to both encourage and help Elkhart County residents seeking to maintain nutritious habits on what might be increasingly limited budgets. Thirteen of the most popular types of fruits and vegetables will be featured at extreme values at the first-ever sale.

“Whether we like it or not, (Elkhart County) has just been — in many ways — an uncomfortable target of some negative national publicity,” said Cindy Kaplan, media marketing manager for Martin’s Super Markets. “The stresses are real. They are very real.”

So Martin’s had an idea.

“We thought, ‘hey, what can we do with our vendors?’æ” Kaplan said. “And our director of produce literally got on the phone and called each of our major suppliers and wholesalers.”

Martin’s contacted produce partners such as Dole, Driscoll’s, CMI and others, and asked if they could supply the company with at least 12 to 15 extra truckloads of first-quality fruits and vegetables in huge quantities, and at big discounts.

The partners agreed.

“They connected with what our objective was and wanted to be part of that,” Kaplan said.

Now, Martin’s goals is to pass on those savings directly to shoppers through the one-day event. The event, in the works for about a month, is open to anyone, and there’s no particular limit on any particular items you get, Kaplan said. Items included in the program include peeled carrots, pineapples, vine tomatoes, cantaloupes, watermelons, head lettuce and Fuji variety apples.

Martin’s hopes Thursday’s event will remind consumers that eating right should continue to be a part of their everyday lives.

Studies show that making fresh produce an appropriate part of the diet not only helps maintain physical health, but can contribute to more positive mental health as well.

“It can help you feel better,” Kaplan said. “It can literally make you look better, and it can help you think better.”

In partnership with Elkhart County Childhood Obesity Initiative, Martin’s will distribute more than 6,000 coupons to Elkhart County elementary schoolchildren, which will be redeemable on Thursday at the Elkhart County stores. The coupons may be redeemed for both a free Disney Garden Sliced Apple as well as a Mini Carrot Sticks individual-serving healthy-snack pack. No purchase is necessary.

In addition to representatives from produce suppliers on hand at the seven stores to answer shoppers’ questions, Martin’s Clinical Coordinator Staci Norman will host free educational sessions and store tours at the Martin’s located at 3900 E. Bristol St. in Elkhart at 10 a.m. and at the Martin’s located at 1527 Bashor Road in Goshen at 1 p.m.

Other Elkhart County Martin’s stores participating in the sales event are located in Elkhart at 1200 Nappanee St., 201 Concord Mall, 555 E. Jackson Blvd. and 3267 Northview Drive; and in Nappanee at 242 N. Oakland Ave.

Staff writer YaVonda Smalls: yavsmalls@sbtinfo.com (574) 235-6248