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Fresh & Easy rebranded in new marketing campaign

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Fresh & Easy launched a full-scale marketing campaign inviting customers to discover an all-new Fresh & Easy. Since transferring to new ownership in November, the company has reinvigorated its brand and stores with the aim of providing healthy, convenient and affordable food.

The marketing campaign will include radio, outdoor, digital and social media elements running in all markets. The campaign is centered on five pillars that differentiate Fresh & Easy as new kind of market designed for modern consumers: affordable organics with the launch of its "Wild Oats" brand; freshly prepared food hand-picked, hand-chopped and handmade by in-house chefs; food delivered its peak freshness each morning; no hidden ingredients; and meal solutions, ranging from a quick bite to a gourmet meal.

“Our goal with this marketing campaign is to welcome shoppers to see the new Fresh & Easy,” Mike Evans, Fresh & Easy’s head of marketing, said in a press release. “We set out to make our stores and our brand fresher, easier and more relevant to modern consumers who are looking for healthy, convenient options.”

Campaign materials can be seen at http://itsabouttime.freshandeasy.com.

Cherry crop update from Domex

domefvidDave Gleason, chief horticulturalist for Domex Superfresh Growers, provides and update on this year's cherry crop in one of its lower Yakima Valley orchards. Harvest is progressing nicely this year, and color is developing due to warm weather with cool nights. The flavor is excellent and the crop loads are ideal for great fruit.

Protecting the 2014 Pacific Northwest cherry crop

domeividAs producers move into the 2014 cherry production season in the Pacific Northwest, they will concern themselves with protecting the precious fruit from rain and the damage that can be done to ripe cherries. Domex Superfresh Growers provides some insights as to how this protection is accomplished.

PMA launches redesigned website, provides better access to resources

pmvidIn response to member feedback and as part of its new strategic plan implementation, the Produce Marketing Association unveiled its redesigned website (www.pma.com) Tuesday, May 27. With a fresh new design, completely new structure, a fully functioning search feature and mobile-ready access, the website is part of the association’s ongoing efforts to bring a complete portfolio of value to members of the fresh produce and floral industries.

“Over the past several years, we’ve made a conscious effort to share the wealth of industry resources the association offers in addition to all our conventions, shows and meetings,” Bryan Silbermann, chief executive officer of PMA, said in a press release. “One of the challenges we had is providing members with a fully functioning and easy-to-use ‘one-stop-shop’ where they can access those resources. Our members told us they needed a global information hub that’s intuitive and engaging—and we’re responding to those needs through this complete rebuilding of pma.com.”

Changes to the website include the following:

  • Improved search functionality. Locating various pieces of value is made easier with the enhanced search engine.
  • Connections to related content. The new website is smart, and as Web users have come to expect the site now serves up related articles and information to members exploring topics on anything from global trade, to food safety to retail.
  • Mobile design. Members said they needed mobile access to retrieve information in the field, so the new website includes responsive design, making it easy to navigate on any mobile device.
  • Spanish translation. Members across the globe are in need of easy access to information, so the new pma.com will have much of its content translated into Spanish. Information in Chinese and Portuguese will also roll out as the information on the website continues to grow.

And, to give members more of the resources they’ve asked for, the website will house a collection of new information, including three new consumer trend reports from the Hartman Research Group. Outlook on the Millennial Consumer 2014 is available on the website now, and members can expect to have two additional reports from Hartman this summer: Organic and Natural as well as Digital Lives. These reports provide critical insights into consumer behaviors driving fresh fruit and vegetable sales.

Members can also expect to see more information sharing on the site with the integration of blogs, social media and third-party news.

“We’re here to support the needs of our members by connecting them to experts, ideas, trends and talent,” said Silbermann. “We know produce and floral companies are focused on building consumer demand for the products they grow, ship and sell, and as the industry’s marketing association, we’re committed to providing resources that help reach that goal.”

Good season expected for Pacific Northwest cherries

domexvidMother Nature has been a cooperative lady in the Pacific Northwest, and the region's producers are anticipating a good cherry season for the highly prized fruit in 2014. It's 80 days and counting for Domex Superfresh Growers in Yakima, WA.