(May 6) CHICAGO â The mascot looks like the happiest peach around, and its owners will be equally happy if their brand gets the kind of nationwide recognition they seek.
After a year of marketing the Wonder Fruit brand of pre-conditioned stone fruit mostly in the Baltimore and Washington, D.C., markets, The Class Produce Group, Jessup, Md., is ramping up for a national launch that will include television and radio commercials.
Marketing efforts will begin on the East Coast, supporting shipments from the firmsâ Jessup, Md., offices, said Brent Kahuda, produce merchandiser.
This summer, a co-packing agreement with the Ripe âN Ready Tree Fruit LLC, Parlier, Calif., should have fruit on West Coast retail shelves, he said May 4 at United 2004.
âWeâve already started working on reserving air space for ads for the East Coast this summer,â Kahuda said. âWeâll be looking at the West Coast, too.â
Other consumer marketing includes sampling and handing out coupons at state and county fairs, demonstrations at chain stores and sponsorship of a major league lacrosse team, the Baltimore Bayhawks. Also, a consumer Web site under development will feature a store locator and handling tips.
At the consumer level, Wonder Fruit is sold in four-count vented clamshells with cradled holding cells for each piece of fruit. Cartons contain 12 or 18 of those packs.
The firm also may add branded programs for pears, avocados, grapes and baby potatoes, Kahuda said.