Grimmway Farms Focuses On Building Brand Ambassadors With Lifestyle & Seasonal Social Media Promotions

Bakersfield, CA—With the recent launch of their second social media promotion, the first quarter of 2015 has been all about consumer engagement for Grimmway Farms and its family of growing companies including Cal-Organic Farms and TRUE Organic Juice.  Last month, TRUE Organic Juice celebrated its first birthday of distribution with a week of flash giveaways coupled with the release of a video featuring the premium juices.  In the coming months, the brands’ social media marketing will include other content-driven promotions centered around various themes, including a Spring program focused on farming and gardening.  Additional efforts are planned throughout the year, giving consumers and retailers multiple opportunities to connect with Grimmway brands.

“Social media marketing is an especially effective tool to reinforce our company’s core values to consumers. We’re excited to introduce promotions that will engage consumers by prompting them to share more about their lifestyles with us, while also offering them a first-hand look at Grimmway and Cal-Organic Farms,” says Bob Borda, Vice President of Marketing.

The benefits of a more active social media strategy were evident following the start of Grimmway’s highly successful, weekly #JustCrunchEm Twitter parties initially linked to NBC’s hit show The Biggest Loser. Borda notes, “With our Twitter parties, and now subsequent promotions across other platforms, we’re able pursue new consumers and simultaneously deepen our relationship with existing fans.”

While there is still debate over the true value social media efforts add to marketing, multiple studies have proven brand loyalty is significantly higher for companies that offer online interaction with their consumers. Increased engagement makes consumers more knowledgeable (and therefore more confident) in brands they purchase, and gives them a sense that they are an active part of the brand’s evolution. 

Whether it’s sending branded Grimmway items to Twitter party participants, providing an open forum to live chat, or giving away coupons for consumers to try their new TRUE Organic Juices, Grimmway Farms is focused on building their legion of brand ambassadors this year with strategic social media marketing.

“We’re fortunate to have an active community that is not only interested in our products, but also in the family behind our farms. It’s important to us to make meaningful connections between our fans’ lifestyles and how we grow the products they enjoy,” Borda concludes. 

About Grimmway Farms

A Family of Growing Companies®  founded in 1968, Grimmway Farms has grown to be one of the largest growers, producers, and shippers of carrots in North America. After the initial success of the carrot, Grimmway ventured into new opportunities for growth in the organic division of produce, acquiring Cal-Organic Farms in 2001. Today, Cal-Organic is branded on over 65 different organic vegetables that are farmed and managed by Grimmway in a variety of growing regions throughout California.  In 2014, TRUE Grimmway Farms Organic Juice was developed utilizing Cal-Organic vegetable juices and a blend of organic fruit juices to provide a unique organic option to the super premium juice category.

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Source: Grimmway Farms