Green Giant Fresh Blog

Green Giant® Fresh ‘Raisin’ the Roof at Fresh Summit

We juggled a lot of activities at last week’s PMA Fresh Summit in Atlanta, Ga. Green Giant® Fresh introduced new products, launched a mobile marketing campaign, hosted a raffle to promote Box Tops for Education®, launched an online store locator, and one of own leaders even participated in presenting awards. If you’re not familiar with it, Fresh Summit is an annual event of the Produce Marketing Association (PMA), featuring more than 18,000 participants from the global fresh produce supply chain.

In addition to Green Giant Fresh, the four-day event attracts retail grocers, wholesalers, terminal markets, food distributors, growers, packers, shippers, packaging companies, and others including industry vendors and service providers and members of the media.

For those of us at Green Giant Fresh, a highlight of this year’s summit was the announcement that raisins will now be marketed under the Green Giant Fresh label as the result of a deal between Sun Dried Marketing and our own Growers Marketing, which owns the licensing rights to our brand. In the works for the past two years, the agreement means we can further our focus on healthy snack food for you and your family.

Green Giant Fresh Raisins will be sold in miniboxes, a six-ounce pack of small boxes, bulk packs in a 12-ounce zip bag, a 15-ounce box and a 24-ounce canister. And, like many other Green Giant Fresh products, each package of raisins will display the Box Tops for Education coupon, allowing moms and others in the community to help raise money for their local schools.

We also launched our mobile marketing campaign, which gives shoppers the ability to scan a QR code on select Green Giant Fresh packaging using their smartphone or other web-enabling device. The scan instantly provides information about the grower, the product and even the location of the field where the produce was harvested. It’s our way of providing you with instant access to information about what we grow and sell. Look for the campaign to appear on Green Giant Fresh Sweet Baby Broccoli between now and the end of this year.

Green Giant Fresh also hosted a Box Tops for Education raffle at the summit, and congratulations go to Kelly McKnight of Pioneer Potatoes, and Mary Pytko with Package Containers . Each will designate 25,000 Box Tops to their school of choice later this year.

Finally, Jamie Strachan, the president of Green Giant Fresh, who also serves as president of the California Leafy Green Products Handler Marketing Agreement (LGMA), presented Golden Check Mark Awards to a pair of leaders from the retail and food service-buying community. The two awards went to Bill Pool of Wegmans and Mike Spinazzola of Diversified Restaurant Systems, the buying arm for Subway restaurants. Both men were recognized for their individual efforts to support mandatory government inspection of food safety practices in the produce industry. Their actions go a long way in recognizing that farmers and handlers of leafy greens are committed to protecting public health.

 

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