On the heels of establishing a direct-to-customer sales organization, Houweling’s Tomatoes of Camarillo, California and Delta, BC is setting its sights on connecting with consumers through online social media. The goal of the social media campaign is to increase awareness and communicate the benefits of Houweling’s greenhouse-grown tomatoes within the sites that dominate every demographic in Canada and the United States. Last week, Houweling’s officially went “live” with www.facebook.com/houwelingstomatoes (800+ million worldwide users) & www.twitter.com/Houwelings_ (100+ million users).
In addition, the greenhouse tomato grower has re-invented its own website, www.houwelings.com. Front and center will be ‘Casey’s Blog’ a bi-weekly message from the CEO, Casey Houweling. “Today, it is awfully hard to find a CEO willing to give time to a blog,” said David Bell, Houweling’s Chief Marketing Officer. “But we have an incredible story to tell – beginning with the craftsman’s care we put into growing each tomato, all the way to our commitment to environmental sustainability. Who better to tell that story than the man behind the innovations?”
Casey Houweling is the first to admit that he is much more comfortable in the greenhouse than at the keyboard of a computer. But at his team’s urging, he agreed to offer personal insight on a range of consumer-relevant topics to the online world.
All online content features the new Houweling’s Tomatoes ‘Craftsman’s Care’ positioning and ‘MASTERY UNDER GLASS’ slogan. The slogan was created to help elevate Houweling’s from low-tech shade and plastic growers, who want to capitalize on the quality and food safety reputation of modern greenhouse. In terms of how much consumer interaction he expects, Bell said, “The strength of a website and social media is never realized at launch. It comes with a longer-term commitment to building a community. Our goal is to listen, respond and inform on subjects that will benefit tomato-lovers.”
For More information, contact:
- David Bell Chief Marketing Officer Houweling’s Tomatoes T. 604.398.5303 david.bell@houwelings.com
- Brian Beggs Director of Consumer & Corporate Affairs Houweling’s Tomatoes T. 805.322.1544 brian.beggs@houwelings.com
Source: Houweling’s Tomatoes
