New Produce Brand Targeted To Healthy 'Hacks'

Nogales – Ta-De Produce, a 60+ year old Nogales distributor, is introducing its newest brand, MaidenEarth. The aspirational-themed label will be promoted at trade and to consumers directly using “quick tips” and “lifestyle-type hacks” that take the mystery out of produce selection and preparation..

Ta-De president Bob Bennen, Jr.explains the inspiration behind MaidenEarth: “My sister, who is a pro chef, and I, an amateur cooking enthusiast, were discussing that Millennials are drawn to health-forward and more natural food messages. At the same time, they also want grab n’ go solutions for their busy lifestyles.“ Ta-De has already sponsored community cooking contests and health fairs, which Bennen claims: “helped solidify our commitment to making produce accessible to all ages and income levels.”

A key strategy for the brand is to provide what are popularly-known as “hacks”: quick, easy tips on how to select and use. This will be done through the brand’s dedicated website (to be launched this summer) plus a mobile app featuring videos and other “how-tos” periodically hosted by Bennen’s food-loving family and marketing team. Customer handouts are also being considered to go along with in-store demos.

Bennen adds that the MaidenEarth brand is ideal for the small-to-medium size chains that carry organics but also want a more value-priced option for discerning shoppers who favor socially-responsible growers with a compelling story to tell. The brand message will emphasize the family’s long-standing produce expertise in an industry were many vendors “come and go”.

The brand will unite Ta-De’s top-tier growers in a program within a medium-to-premium pricing strategy for its vegetables and fruit, including melons, heirlooms, and new items for its upcoming fall season, such as squash, melons, figs and other items the company will be handling for the first time.

In addition to the MaidenEarth label, the company will continue to distribute its Red Lotus Asian specialties and El Rey value-priced vegetables, along with its summer-only Sonora Rose Garlic.

Ta-De Produce is a third-generation, family-run produce distributor founded by Carlos Bennen in the 1950s. The company, named 2015 Pillar of the Industry by the Fresh Produce Association of the Americas, is known for its green beans, and also distributes bells, specialty peppers, cucumbers, eggplant, garlic, tomatoes and the aforementioned Asian greens.

For more information and details about the company and its Social Responsibility programs visit http://tadeproduce.com

Source: Ta-De Produce