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The Video Under the Label

March 28, 2014
LOS ANGELES—March 20, 2014—This summer, Giumarra Reedley will be launching a new plum promotion, “Easy as Pie.” The packaging and retail display program will be introduced to the industry at the Northern California Fresh Produce & Floral Expo on April 9, 2014 in Pleasanton, CA, booth 95.

The promotion features plums packed in Nature’s Partner branded 2-lb. zip lock pouch bags with a peel-off recipe label and QR code linked to a YouTube cooking video. The video, “How to Make a Fresh Plum Pie,” features Helen Krause of Reedley, CA, who shares her time-tested plum pie recipe and step-by-step easy baking techniques.

Krause is a retired plum grower and previously grew plums for Giumarra. She will appear at Giumarra’s booth from 10 a.m.–1 p.m. during the expo to hand out samples of her plum pie.

“This new Nature’s Partner plum promotion will lift retail plum sales by giving consumers a reason to buy plums in quantity,” says Jeannine Martin, director of sales for Giumarra Reedley. “A consumer enticed to make Mrs. Krause’s plum pie recipe will need to purchase two 2-lb. bags of plums.”

Additional retail merchandising tools include an innovative reversible high-color vinyl display wrap which can be used with Nature’s Partner Euro shipper boxes or RPCs. One side of the wrap features the plum promotion and cooking video QR code. The other side depicts a multi-stone fruit design that can be used throughout the California season.

“The dual design wrap gives the retailer merchandising flexibility and extends the life of the display materials, making it much more sustainable long term,” says Kellee Harris, Western region business manager for Giumarra.

Nature’s Partner red and black plums will begin shipping in early June and will be available
through September; both varieties are available in the promotional pouch bags.

Source: Giumarra.
 

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