SALINAS, Calif. — Two consumers will get $15,000 kitchen makeovers thanks to Mann Packing Co. Inc.

It’s part of Mann’s latest consumer promotion, which allows consumers to enter a sweepstakes through July 31 to win the makeover. Mann is applying 2 million sweepstakes offers to its packages of fresh-cut vegetables for the sweepstakes. A drawing for the two winners will take place Aug. 1.

“Who wouldn’t want a new kitchen?” asked Lorri Koster, president of Koster Communications and a spokeswoman for Mann. “We have promotions where you can get cents off here and there, but we thought, why not go for the big bang?”

The promotion is a way to encourage more consumers to try fresh-cut vegetables, said Vicky St. Geme, director of retail marketing.

“Price remains a barrier to trial for some fresh-cut products, so we are hoping this kitchen makeover promotion will encourage consumers to try the products and increase sales,” St. Geme said. “We also will be adding entries to our growing consumer database, allowing us to increase our consumer marketing efforts.”

Indeed, database marketing is a huge part of Mann’s consumer promotions, Koster said.

“We don’t have the budget for a huge consumer ad campaign,” Koster said. “We’re big believers in word-of-mouth.”

St. Geme agreed.

“Word-of-mouth recommendations are still very influential in the food world, and encouraging our customers to tell a friend helps spread the word about the benefits of fresh-cut vegetables,” St. Geme said.

Mann does quarterly mailings to its database of consumers. Seasonal in nature, the mailings include recipes, coupons and ideas for using the products. Sometimes they offer a contest to win a $100 shopping spree at a consumer’s favorite store. Other times, like the latest quarterly mailing, they offer a contest to win a $100 donation to the consumer’s favorite charity, Koster said.

And the consumers respond, she said.

One woman, for example, lost 60 pounds and wrote to Mann to say its broccoli coleslaw helped her achieve the weight loss, Koster said.

“We want to grow the category,” she said. “Promotions used to be about getting the product out there on the shelves.”

And Mann is ramping up its promotions. Already this year it has done nine on-pack instant redeemable coupons, Koster said.