Rio Rico, AZ – Malena Produce, Inc., a premier provider of eggplant, peppers, squash and other premium produce during winter, announced its first integrated marketing program. The campaign will include new trade and consumer web pages, publicity, social media and advertising, along with merchandising assistance and education on how receivers can maximize a growing category.
Gonzalo Avila, Malena’s vice president, said the company is poised for expansion this coming season, thanks to receiver customers who demand “excellence in eggplant”. The company’s Malena Brand is considered the leading top-grade eggplant, with 16,18,24, and 32-count packs available close to year round.
“We’ve seen the trend in meatless meals driven by consumer preferences, health concerns and also budgets. “ notes Avila. “Eggplant offers an ideal, value meal solution that is also good for you.” Avila adds that with around 25% percent U.S. consumption of the category, there is a lot of room for growth. According to Fresh Trends, eggplant increased five percent in consumption from 2011 levels.
However, Avila admits that most North Americans don’t know how to properly prepare eggplant, or just don’t know much about it: “We’re going to be helping educate shoppers to drive them to the display.” In addition to the informational sites and merchandising outreach program to supermarkets, select foodservice distributors will also be contacted with menu promotion opportunities.
Malena Produce will also be promoting its premium colored and green bell peppers and Italian and yellow squash this season, all available in custom packs. In addition, the company also supplies cucumbers, pickles, Roma tomatoes, chili peppers, hard squash, and grapes. Shipments for the winter import season are slated to start early October, with further details about the marketing campaign to be released just prior to the PMA Show.
Malena Produce Inc. was founded in 1953 by Greek immigrants. It is a family-owned agribusiness that operates from ten packinghouses in Northern Mexico and is headquartered in Nogales, AZ, handling close to 20 total SKUs exported throughout North America. The company observes strict food safety, traceability, sustainability and social-responsibility standards.
Source: Malena Produce
