New graphics will adorn cartons and displays of the 2011-12 season Washington apples from Yakima-based FirstFruits Marketing.
The graphics are based on the company’s new “Know Your Grower” campaign, said Andy Tudor, marketing director, and will focus on more than the grower-shippers.
“Not only does it (the campaign) fulfill a desire for consumers to know more about where their food is coming from, it also gives us a chance to put the spotlight on our best asset – our workers,” he said.
The Know Your Grower campaign, which includes point-of-sale materials, story bags and display bins, will launch at the FirstFruits Marketing booth at the Produce Marketing Association’s Fresh Summit 2011, Oct. 14-17, in Atlanta, Tudor said.
The campaign materials feature employees, and contain quick response codes that take shoppers to information about the orchards, videos and the causes the growers support, he said.
Broetje Orchards, Prescott, put its concept of grower direct marketing into practice two years ago when it founded FirstFruits Marketing of Washington. The grower-shipper was soon joined in the marketing effort by Columbia Valley Fruits and later by Congdon Orchards Inc., both Yakima-based.
The growers are committed to donating to nonprofit groups a minimum of 10% of their shares of the profits from the marketing company. In addition, Broetje Orchards donates up to 75% of profits each year to people in need around the globe, Tudor said.
“The Know Your Grower campaign actually goes from the grower backwards to the people who are helping to produce that apple,” he said, “And then what the out turn of the sale of the fruit does going forward.”
In recent months, Broetje Orchards, through its foundation, committed $1 million in emergency relief to Ethiopia, Kenya and Somalia, where a drought has created famine conditions. FirstFruits also pledged to donate one apple to food banks nationwide for each case of apples purchased by retailers and each bag of apples purchased by consumers between October and January.
The Know Your Grower materials, which will also feature the grower-shippers’ philanthropic efforts, will begin shipping to retailers immediately after Fresh Summit 2011, Tudor said.