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Ocean Spray inks multi-year deal with Disney

by Joel Gebet | October 21, 2010
NEW YORK — Ocean Spray Cranberries Inc. has solidified a partnership with Walt Disney Parks & Resorts that will bring the Ocean Spray trademarked "Craisins" dried cranberries to a number of retail points at Disney parks in North America, including Disneyland Resort in Anaheim, CA, Walt Disney World Resort in Orlando, FL, and Disney Cruise Line, as well as the 450,000- member Disney Vacation Club timeshare operation.

The five-year partnership was finalized Oct. 19, here, at Ocean Spray's Big Apple Bog at Rockefeller Center.

Keith Benoit, Ocean Spray’s senior director and general manager of special markets, which includes the “Craisins” line, told The Produce News in an exclusive interview here Oct. 19 that the company is “excited to have this partnership and that Disney guests will have the opportunity to enjoy 'Craisins.’ It is a great opportunity to work with such an iconic customer, and we’re also excited that the Ocean Spray family is now part of the Disney family.”

A press release issued Oct. 20 by Ocean Spray said that “Craisins” will also be highlighted “in new signature salads and cranberry muffins, and sold in fruit- cart stands and kiosks inside the theme parks. The companies also are joining together to launch a special, co-branded version of ‘Craisins’ packaging featuring Disney characters Chip ‘n Dale that will be used on Ocean Spray products at Disney properties.”

The release continued, “As a part of Ocean Spray’s ongoing commitment to educate consumers about the taste, health and heritage of the cranberry, the company will build cranberry bog displays during Disney’s California Food & Wine Festival, held April 29 to June 12, 2011, and the Epcot International Food & Wine Festival in the fall of 2011. Third-, fourth- and fifth-generation cranberry growers will travel to share their passion and farming histories while recreating the the harvest for families visiting the parks.

Events will showcase the versatility of the cranberry, and the Epcot International Food & Wine Festival will be part of Ocean Spray’s fifth annual Ultimate Cranberry Recipe Contest for chefs.”