In response to consumer demand for a better understanding of their food sources, Yakima, WA-based First Fruits Marketing is launching a new promotional campaign in October. The Know Your Grower campaign will grant both consumers and the trade a glimpse into the people behind First Fruits Marketing and the orchards they support.
For more than 30 years, Broetje Orchards has committed to caring for those who work in their business and for those in need around the world. When Broetje Orchards formed First Fruits Marketing with Congdon and Columbia Valley Orchards, the companies all made a commitment to support and contribute to that mission. The company believes this message will resonate strongly with consumers.
In the comprehensive campaign, First Fruits Marketing will provide full retail support through point-of-sale materials, “story” bags and merchandise bins that tell the story of the orchards through the workers who grow, care for and harvest the crops. All materials feature actual employees, and contain QR codes that link to videos and more information about the orchards and causes they support.
“We are really excited about this campaign,” Andy Tudor, marketing director for First Fruits Marketing, said in a Sept. 26 press release. “Not only does it fulfill a desire for consumers to know more about where their food is coming from, it also gives us a chance to put the spotlight on our best asset: our workers. We provide them with tools that improve their quality of life, and in return they genuinely care about the fruit that ultimately goes to the consumer.”
Materials for the campaign showcase the team discussing everything from the quality of the fruit and the quest for the best flavors and new varieties to the programs in place to help support workers with housing, education and daycare. In addition to a commitment to high-quality fruit and supporting its workers, First Fruits Marketing donates 10 percent of its profits to charitable causes and Broetje Orchards donates 50 percent to 75 percent of its profits each year to people in need around the globe.
First Fruits Marketing is a collaborative apple-marketing company owned by growers. These growers share a commitment to producing high-quality fruit while balancing the demands of purpose, people, planet and profit so that a portion of profits can be donated to nonprofit missions supporting the underserved.