Foxy BroccoLeaf to star in retail demonstrations this summer
Foxy BroccoLeaf to star in retail demonstrations this summer
With more than 100 retail demonstrations scheduled for this summer, The Nunes Co. has launched a major campaign to showcase its proprietary Foxy brand BroccoLeaf product throughout the United States.
Vice President of Marketing & Brand Management Matt Seeley said last summer’s successful “Rejuicenate” campaign, which taught consumers how to juice fresh vegetables without wasting product, is being duplicated in spades this summer. “We have more than 100 demos already on the books,” he said in May.
The campaign began in early May and will continue into the fall.
He encouraged retailers to contact the Salinas, CA-based grower-shipper if they want to participate. Seeley said these aren’t your garden variety in-store demos. The Nunes Co. contracts with professional health and fitness people to conduct the demonstrations. Each of the demonstrators is familiar with the product and is well versed in its benefits and uses. BroccoLeaf is the young leaf of a broccoli plant. Independent research revealed that this underutilized plant part has a great nutritional profile along the lines of kale without exhibiting any of the bitter flavors that kale often has.
Each in-store demo is designed to last six hours, broken into two, three-hour segments. During the first segment, BroccoLeaf is juiced, along with other vegetables, to create a vegetable juice. Later in the day, the presenter turns the demo table into a sauté station where BroccoLeaf is showcased as a cooked item.
The Nunes Co. packs 10-12 leaves in a bunch in cartons of 12 or 24 bunches. Seeley said it typically retails in the $1.99 to $3.99 range per bunch. BroccoLeaf is only available as an organic item.
Seeley said the demonstrations are very effective as the product is a new item and “the biggest challenge is to get consumers to try it. We urge retailers to merchandise it on the organic wet rack next to the kales, chards and collard greens.”
Seeley said it has all of the health benefits of broccoli packed in a leaf that presents a sweeter and lighter flavor. “It is a powerhouse of calcium, vitamin C, folate, and phytonutrients necessary for vital detoxification.”
When interacting with consumers, the demonstrators hand out recipes, and coupons, along with the samples.
