Melissa's launches new book of produce
Melissa's launches new book of produce
Cases of Melissa's Great Book of Produce (John Wiley & Sons) began hitting bookstores in early March, but it is also being introduced in a place where not many books about food generally appear: in the produce departments of grocery stores across the country.
Subtitled Everything You Need to Know About Fresh Fruits & Vegetables, the book is the result of a collaboration by Cathy Thomas, who is shown as the book's author; Sharon and Joe Hernandez, owners of Melissa's; their daughter, Melissa, who is also the company's namesake; corporate chef Ida Rodriguez; and Robert Schueller, director of public relations for Melissa's.
"The book, which took two-and-a-half years to complete, demystifies the produce aisle," said Mr. Schueller. "It includes fruits and vegetables, both exotic and new varieties of familiar products, that readers and cooks alike want to know about."
The book arrived in mid-March at national Whole Foods Stores and at Dierbergs stores in the Midwest. It is scheduled to be at more than 500 retail grocers in the near future. The company also makes available a shipper display to hold the books, realizing that the majority of grocers do not have designated space for books.
The book fills a void that is an obvious need, especially for retailers that have an increased number of exotic and specialty produce items appearing in their produce departments.
One of the challenges the many new products present is in teaching consumers what the items are and how to use them. Melissa's, headquartered in Los Angeles, realized this dilemma many years ago and has since maintained one of the more ambitious marketing and promotional programs, much of it aimed directly toward consumers, to help keep them informed and updated on what new products are available and how to use them. The book does precisely this with 500 produce varieties included within its pages.
"Cathy Thomas is a family and business friend of Melissa's, and an award-winning food editor at the Orange County Register," said Mr. Schueller. "She has more than a decade of experience in food writing, and so when this opportunity came about, we felt that she would be the perfect person to write it."
Mr. Schueller is coordinating media, trade and consumer promotional events across the country to let the public and trade know about the book.
Subtitled Everything You Need to Know About Fresh Fruits & Vegetables, the book is the result of a collaboration by Cathy Thomas, who is shown as the book's author; Sharon and Joe Hernandez, owners of Melissa's; their daughter, Melissa, who is also the company's namesake; corporate chef Ida Rodriguez; and Robert Schueller, director of public relations for Melissa's.
"The book, which took two-and-a-half years to complete, demystifies the produce aisle," said Mr. Schueller. "It includes fruits and vegetables, both exotic and new varieties of familiar products, that readers and cooks alike want to know about."
The book arrived in mid-March at national Whole Foods Stores and at Dierbergs stores in the Midwest. It is scheduled to be at more than 500 retail grocers in the near future. The company also makes available a shipper display to hold the books, realizing that the majority of grocers do not have designated space for books.
The book fills a void that is an obvious need, especially for retailers that have an increased number of exotic and specialty produce items appearing in their produce departments.
One of the challenges the many new products present is in teaching consumers what the items are and how to use them. Melissa's, headquartered in Los Angeles, realized this dilemma many years ago and has since maintained one of the more ambitious marketing and promotional programs, much of it aimed directly toward consumers, to help keep them informed and updated on what new products are available and how to use them. The book does precisely this with 500 produce varieties included within its pages.
"Cathy Thomas is a family and business friend of Melissa's, and an award-winning food editor at the Orange County Register," said Mr. Schueller. "She has more than a decade of experience in food writing, and so when this opportunity came about, we felt that she would be the perfect person to write it."
Mr. Schueller is coordinating media, trade and consumer promotional events across the country to let the public and trade know about the book.
