San Antonio-based State St. Produce hopes to ride the heels of welterweight champion Manny Pacquiao’s latest victory with its new Pacquiao Produce label.
“Manny Pacquiao is going to change the way people buy produce,” said Ted Ludeman, chief executive officer.
This program also is changing the way State St. does business. Primarily a foodservice supplier targeted toward the Asian market, the company, which markets broccoli, lettuce, cucumbers, cauliflower, green onions, bell peppers, carrots and specialty produce on 4,000 acres in Mexico, now is focusing on retail and plans to enter the export market.
State St. is replacing its previous Beijing label with the Pacquiao Produce label for all No. 1 produce.
“This opens doors to us with all the retail programs and as an exporter,” Ludeman said.
State St. plans to export produce to retailers in Asian markets, Pacquiao’s home country of the Philippines. His image will help boost programs abroad, Ludeman said.
“The export’s really going to help us because, obviously, Manny Pacquiao is going to be the president of the Philippines someday,” he said.
Pacquiao serves as a senator in the Philippine government, and reportedly returns home after every fight to distribute his earnings among the public.
The Pacquiao Produce label also is tied to the boxer’s strong focus on charitable giving.
Ludeman said part of the endorsement agreement includes State St. contributing produce to children in need.
“We’re also coming up with a bigger picture type program that goes all the way back to the farming areas in Mexico,” he said.
“Manny is going to help us support the 3,000 to 5,000 employees, and we’ll provide produce that will go to the Philippines that will help feed children and lower the cost of vegetables for their families.”
This initiative ties in to one of the slogans for Pacquiao Produce: “Feeding our future champions.”
The other is “Pound for pound the greatest produce in the world.”
Pacquiao Produce started its media campaign in mid-October, followed by an appearance on the Jimmy Kimmel Show where Pacquiao promoted the label along with broccoli, his favorite vegetable.
Boxes of produce also were featured at the Nov. 11 weigh-in for Pacquiao’s Nov. 12 fight with Juan Manuel Marquez.
Ludeman said State St. is developing retail point-of-sale materials for retailers, keyed in to their “Feeding our future champions” promotion.
The company launched a Facebook profile to support the brand that features behind-the-scenes photos and videos from the product launch and ad shoots.