Loading…

T&A's field-packed lettuce impresses in the field and online

video image2When buyer-segment demand spurred Tanimura & Antle to reintroduce it's field-fresh packaged leaf lettuce, the Salinas-based company had a trick up its sleeve, or at least on its packaging: a personal trip from T&A's fields through its shipping process, into the grocery store and then the kitchen.

Diana McClean, director of marketing for T&A, said the company often entertains its retail trading partners on field tours. "They are always very impressed as to how quickly the product is packed and how very few hands touch that product," she said.

T&A decided that if industry members are impressed, so will consumers. "The most effective way for us to tell this story to shoppers is with video that brings them right into the field with us," she said.

QR codes on the packaging for T&A's field-fresh leaf lettuce do just that by redirecting consumers to videos that take them into the field and offer consumer-specific information, including serving suggestions as well as storage and preparation tips.

"The addition of the video series and the QR code on the packaging emphasizes just how fresh these products are and conveys the limited amount of handling they experience throughout the harvest and packaging process," said Rick Antle, chief executive officer of T&A. "This is critical in distinguishing our products from processed varieties."

T&A's packaging also increases shelf life by 11 days and reduces shrink in the produce departments an average of 20 percent. Consumers share in the benefits: "With our field-fresh wrapped leaf lettuce, you get a full head of beautiful fresh lettuce that hasn't already been trimmed down at the store," Caitlin Antle points out to consumers in one of the videos. "Our field-fresh wrapped leaf lettuce is a great value because of how much more lettuce you get in each bag."

T&A spends most of its promotional dollars promoting to the trade, but its packaging, complete with the QR code and other information, is a very effective way to communicate directly with the consumer.

"We remain committed to building up our video library to meet consumer and trade demand for engaging content about our products that is easy to consume and share," McClean said.

New Zealand Envy and Jazz expected to turn heads
The New Zealand apple crop has landed, and retailers and shoppers should expect fresh, large and exceptionally flavorful apples to hit stores in June, enabling high-quality, year-round apple programs from T&G Global. T&G’s New Zealand apple volumes are up compared to last year, with Jazz and Envy driving the program, Read More ...
Western Growers mourns longtime staffer Tom Oliveri
Tom (Tommy O) Oliveri, a longtime Western Growers staffer who retired from the association in January 2018, several months shy of his 40th anniversary, died in his home Thursday morning, May 28. He was 67. Over four decades, Mr. Oliveri demonstrated uncommon dedication to the WG membership, establishing himself as a Read More ...
Homegrown Organic Farms earns EFI certification, shipping labeled product next week
Homegrown Organic Farms announced its certification from Equitable Food Initiative for its California-grown, organic stone fruit.  This certification demonstrates Homegrown Organic Farms’ dedication to the improved lives of its direct employees and all those associated with their organization.  EFI-labeled product will Read More ...
Magic Sun hires new sales operations director
Magic Sun, a leading hydroponic tomato grower in Mexico, is seeing strong growth and increasing interest in its program to deliver high-quality, year-round greenhouse-grown product. Alejandro Santander, vice president of sales and operations and one of the original founders of Magic Sun, indicated that the overall tomato market Read More ...
Buehler’s names new EVP of sales and marketing
Buehler’s Fresh Foods, a leading supermarket chain in northeast Ohio, promoted Mike Davidson to the position of executive vice president of sales and marketing. In Davidson’s new role his responsibilities include oversight of all current sales and merchandising departments, marketing, customer insights, central kitchen Read More ...

Market Watch

the source pro-act

Western growing regions getting hit by rain, cooler temps

floral pulse