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Crispy Green planning surprises at Fresh Summit

Crispy Green, the Fairfield, NJ-based maker of Crispy Fruit premium freeze-dried fruit snacks, is headed to the Produce Marketing Association’s Fresh Summit and exhibiting at Booth No. 2311.

“We will be featuring all seven flavors of our Crispy Fruit product line of freeze-dried fruit snacks,” said Mark McHale, national sales director. “Visitors will also be able to see our new Grab-n-Go display, which several retailers have been using successfully to trial our single-serving bags. We will also have a few surprises to share including two new flavors of Crispy Fruit and some other new merchandising solutions.”

raspberry Helping to man the booth will be Michael J. O’Donnell, the company’s new vice president of sales, who will be attending for the first time with Crispy Fruit.

“This show is very important to Crispy Green, as our products (pre-packaged, grab-n-go freeze-dried fruit snacks), are really an extension of fresh fruit, and logically should be merchandised in the produce department,” McHale said. “People shopping in the produce department are focused on healthier options, so they are typically seeking clean, single-ingredient foods. Since Crispy Fruit from Crispy Green is literally 100-percent pure fruit, nothing else, consumers view it as another option to include with the fresh fruit they are purchasing… a way to enjoy fruit in a convenient, grab-n-go form.”

This year marks Crispy Green’s seventh year at the Fresh Summit and the company feels this is the premier platform to reach the entire produce buying community at one venue to showcase new items and gain additional in person interactions to grow business.

McHale added the Crispy Green team loves promoting the healthy snack line, and never runs out of ways to evangelize its products’ virtues.

“We look forward to further promoting our brand value proposition of ‘using food as a force for good” while building our relationship with existing customers, and hopefully making some new ones,” McHale said. “The Better for you Snacking category continues to explode, growing exponentially. Part of the reason is more consumers are snacking more often, with 90 percent of consumers snacking more than once a day and 47 percent of consumers snacking more than three times a day, with younger consumers moving into the purchasing role.”

These millennials and Gen Z snackers are looking for healthy, clean-ingredient snacks, and the Crispy Green team wants to share this data and help retailers make sure they have the right snacks on hand.

“Our show strategy is really an extension of our sales and marketing strategies,” said Cherie Boldt, marketing director for the company. “It’s the perfect time to talk about what’s new and what we’re doing while receiving real-time feedback from our greatest source. Nothing beats face-to-face conversation, and events like the PMA Show are a perfect venue to really listen to the voice of our customers.”

Crispy Green has substantial growth plans for 2020 and beyond.

“We are working on some new products outside of the Crispy Fruit product line that we’ll be testing and getting ready for market in the near future,” Boldt said. “In addition to new products, we continue to expand our channel partners, including e-commerce and new distribution segments. We are also seeking out more key account marketing initiatives to work together with our retailers in providing merchandising and social media opportunities that drive more store traffic.”

On the consumer side, the company recently upgraded its Smart Lifebites website and will be providing even more healthy lifestyle information that consumers seek.

“We continue to build on key partnerships with organizations that share our mission of ‘using food as a force for good’ like Produce for Better Health as well as the long-standing relationship we have been nurturing with Produce for Kids,” Boldt said. “We definitely experienced some growing pains this past year, while working to optimize our processes and having the right folks in key positions. We recognized a need to focus more on our key account marketing and really embrace those customers who are open to trying out new technologies like digital coupons, as well as those who like to work together on social media promotions and other creative marketing initiatives.”