(March 3) Kingsville, Ontario-based Mastronardi Produce Ltd. is marketing greenhouse produce with Disney Garden packaging this spring, and Disney’s hottest property, “High School Musical 3,” will be the focus of the labels.

Shipments of the “pompom tom” cocktail tomatoes, mini cucumbers and grape tomatoes are scheduled to begin in April.

“This is a great opportunity for our company,” said Chris Veillon, marketing manager for Mastronardi. “Disney is the most recognizable brand in the world, even more, I think, than Coke and Pepsi. This identifies that we’re a leader in our category. They would not be working with us otherwise.”

Much, if not all, of the packaging early on centers “High School Musical 3,” which was released Feb. 17 on video. The franchise recently has seen expanded programming on TV.

However, Veillon stressed that the agreement with Disney fresh produce licenser Imagination Farms gives Mastronardi access to other Disney-branded characters, movies, promotions and themes.

“It’s a very exciting time,” Veillon said. “There’s a lot of energy in the marketplace right now to offer value-added products. (Mastronardi already) differentiates itself with our unique brands of products. But now, we target them to a younger audience.”

Parents, however, are the deciders when it comes to meal and snack purchases, he said.

“We have to offer quality, healthy products,” Veillon said. “The fact we have the Disney brand on the side of our boxes won’t make a difference if we don’t continue offering high-quality products.”

Mastronardi Produce is one of nearly 30 co-packers that market Disney Garden fresh produce in North America, with more than 300 stock-keeping units.

Mastronardi Produce partners with Disney
Packages of Kingsville, Ontario-based Mastronardi Produce Ltd.'s cocktail tomatoes, mini cucumbers and grape tomatoes will feature the Disney Garden label with characters from "High School Musical 3."

Courtesy Mastronardi Produce