WP Rawl Sets Its Sights On Growing Greens Category

Pelion, SC. – WP Rawl (Rawl), the nation’s top producer of fresh bulk and packaged greens, has announced it will focus on growing the greens category by introducing new consumers to leafy greens and inspiring existing customers with new use ideas.

Step one in the category strategy is a redesign of the Nature’s Green packaging. Nature’s Green’s is a complete line of triple-washed, ready to use greens including kale, collard, mustard and turnip greens, along with greens blends.

Consumer demand for kale and other greens continues to grow as consumers discover their bold flavors and powerful health impacts. However, consumer research suggests a critical perception gap remains: non-users are unfamiliar with the flavor profile and/or lack knowledge of how to prepare them.

The new packaging addresses these misperceptions head-on. The approachable, refreshingly modern design includes a blend of essential information and accessible inspiration: the front of each bag showcases nutritional highlights, flavor descriptors, and usage tips; the back includes the nutritional panel, a full recipe and additional quick tips. Completing the package is a QR Code that gives consumers access to additional recipes, coupons and sweepstakes at various times throughout the year.

“Expanding the leafy greens category is one element of our goal to build long-term category success for our retail partners,” commented Ashley Rawl, director of sales & marketing for Rawl. “The time is right to educate and inspire existing and new users. The quality and ease of use of our greens, combined with increased interest in eating healthy foods, makes our overall strategy and targeted redesign a winning combination for retailers and consumers alike.”

Nine SKU’s are available in the Nature’s Greens product line in both one- and two-pound packages. All items are available in Rawl’s 30-state market.

Dating back to 1925, Walter P. Rawl & Sons is a third-generation family farm which has grown to become a grower/shipper/processor specializing in year-round bulk and value-added leafy greens and vegetables in RAWL Brand® as well as the Nature’s Greens® and Versatile Veggies™ brands.

Source: Walter P. Rawl & Sons