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Ocean Mist Farms is partnering with Sony this fall to promote the release of the movie "Eat Pray Love" on DVD.

The retail offer includes an instant-redeemable coupon for $3 off a purchase of Sony's “Eat Pray Love” movie on DVD with the purchase of an Ocean Mist Farms artichoke.

From Nov. 30 through Dec. 31, more than 3,000 IRCs will be affixed to bulk artichokes sold nationwide at retailers carrying Ocean Mist Farms artichokes. The target market for the movie is females, 18 and older, which relates to the profile of an artichoke consumer.

Ocean Mist Farms will also provide the IRC directly to the 7,500 members of its Artichoke Aficionados Club (visit www.oceanmist.com to join).

This is the second cross-promotion for bulk artichokes for Ocean Mist Farms, and the company plans more in the future.

“We saw this as an opportunity to promote sales of artichokes at regular retail pricing while offering shoppers instant cash back for a hot DVD gift item this holiday season,” Kori Tuggle, marketing manager for Castroville, CA-based Ocean Mist Farms, said in a Sept. 30 press release.

In the movie, Julia Roberts stars as the main character, who explores the art of pleasure through food during a visit to Italy and enjoys eating local foods such as artichokes, Ms. Tuggle said in the press release.