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Frontera Produce adopting consumer-focused approach

by | October 05, 2009
Frontera Produce Ltd., a vertically integrated grower, packer and shipper of fresh produce headquartered in Edinburg, TX, announced in a Sept. 28 press release that the company plans to invest in a consumer-focused marketing approach in the fourth quarter of 2009 and throughout 2010.

The announcement followed the launch of the company's recent addition to its marketing arsenal, a newly designed trailer featuring the company's latest consumer-focused message: "Growing the food your family loves to eat."

"The time is right for Frontera Produce to begin speaking directly to the consumer," Will Steele, president and chief executive officer of Frontera Produce, said in the release. "We've seen great traction with Frontera Produce consumers in Texas over the past few years, but in 2009, we've experienced an explosion of consumer interest in our products from around the entire country. This is great news for Frontera. Quite simply, people want more from us. They not only want more of our products, they want more information about how to use them in a way that gives them a bigger bang for their buck with recipes, meal-planning ideas for bagged and bulk products."

In order to speak more directly to consumers, Frontera Produce intends to work closely with its retail and foodservice customers to develop customized tools for point of sale, the press release said. In addition, Frontera Produce will explore new advertising and marketing initiatives in 2010 to connect the brand even further with consumers by engaging in social networking strategies, enhancing product information on the company's web site, investing in new advertising opportunities and enhancing product packaging to appeal more to consumers.