NatureSweet To Unveil Focus On Goodness At PMA Show

San Antonio, TX (October 5, 2010) — NatureSweet™, the most recognized fresh tomato brand in North America, will reveal its new integrated marketing campaign next week during the Produce Marketing Association (PMA) conference in Orlando, Florida. Demonstrating that NatureSweet is “On a Mission from Good,” the new positioning is designed to reflect what the company calls its “rooted in goodness” mindset and inspire the company’s customers, its consumers, and its more than 5,000 associates.

“The ‘Mission from Good’ is the most natural synthesis and reflection of what our company stands for and how we do business,” says Bobby Patton, NatureSweet vice president of marketing. “Whether we’re talking about operations, customer service, marketing or human resources – our decisions have always been rooted in goodness. Now, we are using this as a platform to showcase the impact of that mindset in our product quality, consumer relevancy, and our corporate responsibility.”

From a product quality standpoint, NatureSweet continues to lead the category by offering tomatoes that are “vine-ripened and hand-picked for home grown flavor year-round.” The umbrella of goodness will facilitate and reinforce relevancy for each of the NatureSweet product lines:

· NatureSweet Cherry Tomatoes are being positioned as an easy and natural way for consumers to “Make it Fresh” as an inspired ingredient in main dishes.

· “Salad Perfection” can be achieved with NatureSweet Cherubs which provide a bright, vibrant and bite-sized burst of flavor.

· With its intense sunny flavor, the recently introduced yellow NatureSweet Sunbursts™ tomato offers consumers “Snackable Sunshine.”

“Our consumers can feel good about using NatureSweet tomatoes as a fresh, nutritious ingredient or snack,” said Patton. “And our company associates feel good about how we grow and bring these tomatoes to market.”

The “Mission From Good” also provides an important opportunity for NatureSweet to highlight its sustainability and corporate social responsibility efforts. The company has conducted an annual sustainability audit for the past three years and has implemented ongoing initiatives that improve its operations in terms of their impact on the social and environmental spaces.

“Two years ago we launched ‘The Best Company to Work For’ program and engaged our associates to identify opportunities for improvement that can and do benefit them,” said Patton. “As a result, we have revamped our entire salary and bonus structure and now to tie it to available training and advancement opportunities. We have invested significantly in new facilities including solar-powered break rooms and bathrooms. We have a strong and growing track record of helping our work force by providing year-round work, on-site medical support, assistance with home purchases and hands-on improvements within the communities at schools and other common areas.” NatureSweet focuses on numerous environmental initiatives including water recycling, composting and energy reduction programs for its production facilities in Central Mexico’

The behind-the-scenes story of NatureSweet will be prominently featured in the new PMA booth space where retailers will also catch a first-hand glimpse of the new “On a Mission from Good” integrated marketing campaign.

Source: NatureSweet