As a result of a highly targeted regional promotion, Tanimura & Antle, based
in Salinas, CA, is seeing an increase in sales and retailer interest in the
company's innovative "Living Lettuce" product.
Leveraging a creative Live from Tennessee theme, Tanimura & Antle's
promotion included a direct-mail program, promotional web site, advertising
campaign and sales team support to communicate directly with produce
buyers. The results-oriented effort has gained 13 new accounts and an
impressive increase in individual customer sales.
"The messages and creativity in this promotion hit home with retailers. They
see the advantage of carrying regional produce and a unique item that helps
set their store apart," Rick Antle, chief executive officer, said in a June 17
To kick off the promotion, 150 key produce buyers in the Southeast received
a premium direct-mail piece, including a retro-style microphone that played
a pre-recorded message directing recipients to a promotional web site,
Site analytics detected a significant amount of traffic, and Tanimura & Antle's
regional sales manager received several inquires facilitated by the web site.
Regional print and national on-line advertisements ran in key media with a
consistent theme and call to action, resulting in a steady stream of web site
visitors and increased product awareness.
Using regenerative farming practices that help sustain and protect the
environment, “Living Lettuce” is grown hydroponically in Tanimura & Antle's
state-of-the-art greenhouse in Tennessee. Harvested and packaged with the
roots intact for maximum freshness, “Living Lettuce” provides a shelf life of 20
days and ease of merchandising in its protective "mini greenhouse" clamshell,
according to the release. Consumer research conducted nationally among
premium lettuce purchasers found that an overwhelming 86 percent of
consumers who try “Living Lettuce” are likely to purchase it if available at their