Hollandia Produce, L.P. Launches Retail Merchandising Program & Contest

CARPINTERIA, Calif. – Hollandia Produce, L.P. today announced the launch of its new merchandising campaign aimed at national and independent retailers. The campaign called “A Better Butter Lettuce” includes shelf-wobblers, on-package recipe labels, and a consumer-based microsite (www.lettucerecipecontest.com), where consumers can download additional recipes and enter their own recipes for a chance to win a $1,000 Williams-Sonoma gift card grand prize.

The campaign aims to help consumers better understand how to use its Live Gourmet® Living Butter Lettuce in a variety of meal options and as a substitute for other lettuce varieties and, most importantly, drive in-store traffic. Six different flag-tag style recipe labels will be applied to the product’s clamshell package, and rotated bi-monthly to keep the campaign fresh and appease different palates.

The campaign includes recipes for A Better Butter: Salad, Sandwich, Smoothie, Caesar, Wedge, and Wrap. All recipes can be made from the label instructions or downloaded from the campaign microsite.

“We very excited to launch this campaign. We value our retail partners and are always looking for new opportunities to help drive in-store traffic and build brand loyalty. We believe this campaign will accomplish both objectives,” noted Vincent Choate, director of Marketing for Hollandia Produce.

The consumer recipe contest runs through July 31, 2015 and is being supported by additional online advertising and social media outreach. The branded microsite also includes a store locater app to help consumers easily and quickly find a local retailer where they can purchase the Live Gourmet® brand. For retailers not presently listed on the microsite but interested in participating are encouraged to contact Hollandia Produce for details.

About Hollandia Produce

Founded in 1970, Hollandia Produce, L.P. is family owned and operated agricultural business specializing in greenhouse grown vegetables. Located in Carpinteria, California, the company grows, ships, and distributes its certified organic label Grower Pete’s, and its Live Gourmet® line of products, which are harvested with their roots intact to preserve freshness. The company’s signature crops, Living Butter Lettuce, Living 3-in-1 Lettuce and Living Red Butter Lettuce are all delivered to market in the company’s award-winning clamshell packaging, which serves as a mini-greenhouse to reduce damage, shrinkage and contaminants. As living plants, these products have exceptional long-lasting freshness that retains flavor and color much longer than comparable varieties in the produce department. For more information, visit: www.hollandiaproduce.com.

Source: Hollandia Produce