Who will be the next major group of food shoppers is a hot topic among savvy marketing professionals, and Southern Specialties is leading the parade to draw their attention in its new advertising campaign.

Charlie Eagle, vice president of business development for the Pompano Beach, FL-based company, a leading grower, importer and shipper of high quality specialty produce, told The Produce News that this year, as a part of the celebration of its 25 years in business, Southern Specialties has engaged in a new advertising campaign that projects and responds to today’s lifestyles and food choices.

“We are using live models that include people who work for our company, their children, friends and other family members,” explained Eagle. “The verbiage in our marketing and promotional initiatives keeps pace with the new lifestyle image of consumers we draw. The current ad states, ‘We’re fun food lovers. Adventurous millennials… With an appetite for bold new flavor combinations.’ This sends the precise message we want to project going forward.”

Eagle noted that all generations will be featured in the new ads going forward, and all will include announcements of the company’s 25th anniversary. And all will feature various items from the company’s wide range of specialty products.

The company was founded in 1990 by Robert Colescott. It is using the PMA Fresh Summit as a celebratory venue for its anniversary celebration.

“The new graphics will also be incorporated into our exhibition booth,” added Eagle. “The gist of our message is ‘special veggies and fruit perfect for today’s fresh generation.’ It’s our ‘Fresh Generation’ message.”

Southern Specialties will exhibit at booth No. 2365 at the PMA Fresh Summit in Atlanta. Along with Eagle, numerous executives and key staff members will be at the event to greet and meet with customers.

In addition to its full line, the company will be showcasing its new Kalettes product. Southern Specialties is one of several licensed growers of the item, which is being conveyed as the newest super food in the marketplace.

Kalettes are a fresh fusion of sweet and nutty. Not only do they have great flavor, but Kalettes are also versatile and can be cooked in a variety of ways, such as sautéed, roasted or grilled, or they can be eaten raw.

“Kalettes are a cross between kale and brussels sprouts,” explained Eagle. “The product has been on retail shelves for a short while, and its growth has been fast and strong. Kalettes are referred to as a nutritional powerhouse, and it’s versatility in numerous recipes and cooking methods has garnered a lot of consumer attention.”

Southern Specialties offers “Kalettes” in an eight-ounce retail bag and in a large foodservice size pack.