Melissa’s Launches Seafood Boil Program for Lent with Dutch Yellow Potato Giveaway
March 20, 2025 | 2 min to read
Los Angeles, CA — As Lent season begins, Melissa’s Produce launches its second annual Seafood Boil Program and Giveaway, aimed at boosting seafood sales and enhancing fresh produce visibility. This turnkey initiative allows retailers to bundle popular ingredients like baby Dutch potatoes, corn, and garlic, and includes marketing support alongside a consumer contest. With an emphasis on ease of implementation, the program positions seafood boils as a profitable communal meal, driving significant cross-category purchases.
Los Angeles, CA — Lent season is here and Melissa’s Produce is excited to kick off its second annual Seafood Boil Program and Giveaway. This easy-to-execute program helps participating retailers take full advantage of the surge in seafood sales during Lent by putting fresh produce at the center of the action. To add to the excitement, Melissa’s is offering consumers the chance to win a year’s worth of Dutch Yellow® Potatoes.
“Seafood boils are trending, plus they’re the ultimate basket deepener,” says Nick Quintero, Melissa’s director of digital marketing. “It’s a communal meal meant to feed a crowd—the average ring is easily over $100. For produce managers, it’s an opportunity to increase sales and drive cross-category purchases.”
He adds that the program is turnkey, without operational burden. You bundle common ‘boil’ ingredients like Melissa’s quick-cooking baby Dutch potatoes, corn, onions, garlic and lemons, add high-impact marketing materials and a compelling consumer giveaway, and you’ve created an effective play that enhances basket size.
Melissa’s provides everything you need for a smooth rollout of the Seafood Boil Program, from bin signage and shelf cards to a full social media toolkit and contest. Implementation is designed for ease and success.
For more information on this program, contact Robert Schueller, 800.588.0151, www.melissas.com.
About Melissa’s Produce
Melissa’s Produce is a leading distributor of specialty fruits and vegetables, offering a wide variety of unique and exotic items to grocery stores and restaurants across the country. The company is committed to providing the freshest, highest-quality produce while continuously innovating and introducing new and exciting products to consumers. Media contact: Robert Schueller, 800.588.0151, www.melissas.com