Pear Bureau and Epic Roots partner on springtime promotion
by Lora Abcarian | March 15, 2010
With spring just around the corner, the Pear Bureau Northwest and Epic Roots
have announced a partnership designed to bring excitement to produce
departments and consumers alike. A special retail promotion taking place
through April will give retailers a chance to showcase a new Epic Roots Mâche
and U.S.A. pear salad. The recipe features Green Anjou pears and Mâche
Rosettes in a salad that includes other springtime ingredients.
"We are excited to bring consumers a new spring recipe idea, savings on
Mâche salads and help the produce department increase overall sales with a
recipe that calls for five produce items," said Catherine Baggott, Epic Roots
director of sales and marketing. "Mâche is known as the harbinger of spring,
so this co-promotion is very timely."
Mâche, also known as lamb's lettuce, is a sweet, nutty-flavored leaf lettuce,
which has been cultivated in France since the 17th century.
Todd Koons, founder of Epic Roots, began cultivating the low-growing
lettuce in California's Salinas Valley. Over the years, American consumers
have diversified the lettuce content in their salad bowls, and Mâche continues
to gain in popularity.
During 2009, the Pear Bureau Northwest began an intensive campaign using
social networking venues such as Twitter and Facebook. In addition to on-
pack advertising in the produce department, the new salad recipe is expected
to gain an on-line following.
"This is the first time we have used our social media outlets in a cross-
promotion, and we're expecting some good results," said Kevin Moffitt,
president and chief executive officer of the Pear Bureau Northwest. "The
spring timing of this promotion is excellent for educating consumers about
the spring availability of fresh USA pears, and we're looking forward to
helping to boost overall sales in the produce department."
Fun facts regarding pears and Mâche will be broadcast during the campaign
and include nutrition facts, flavor profiles and growing region information.