Bloom Fresh is a 360-degree elite marketing program to rebrand the name so consumers will recognize it and relate it to high-quality fresh produce.

Owned by S. Katzman Produce at the Hunts Point Terminal Market, the Bloom Fresh rebranding project has been given a complete update and refresh under the guidance of Dijana Ilieva, who was hired in January 2015 specifically to head up the project.

Ilieva’s background includes seven years in liquor marketing and she worked in the retail sector for five years during college.

“When I joined the company, different divisions of S. Katzman were using the brand, but in different ways that were not unified,” said Ilieva.

“I was tasked with incorporating a united brand and to promote it more strongly. Instead of marketing Bloom Fresh to just our customer base, we are now marketing it to our customers’ customer base.”

Bloom Fresh’s target audience are people who will spend more money on specialty items, like pomegranate aerials. S. Katzman has teamed up with some top professionals who pack the Bloom Fresh products for the company.

Bloom Fresh’s customer mix are retailers, wholesalers, foodservice and industrial customers, some of which purchase the products through their providers.

“The long term goal is for the brand to represent an open book of the produce world,” said Ilieva. “It’s easy when you can maintain the integrity of product and then market the brand to consumers, which is what we’re doing at S. Katzman. The Bloom Fresh tagline is Keep It Fresh.”

Since its rebranding that stared with pomegranate aerials, the Bloom Fresh line has expanded to include numerous herbs and salad mixes that carry catchy names such as Blooming Greens, Arcadian Crisp, Holiday Mix, Baby Spinach, Baby Kale and Wild Arugula.

Gooseberries and Sun Dried Tomatoes were on the horizon to be released under the brand name in late April. An interim website, www.grindfx/bloom, provides an updated list of all the Bloom Fresh products.

An exciting new PowerPoint presentation has been created that explains the entire Bloom Fresh program, what it offers, contact information, trade show involvement and everything else needed to make it easy and convenient for customers to participate.

The Bloom Fresh website also links to its social media sites, including Facebook, Twitter, Pinterest and Instagram, which all help to introduce it to the market and consumers as a lifestyle, not just a brand.

“We are also creating Bloom Fresh panels to teach women things like using spiraled vegetables instead of pasta as a healthy alternative,” explained Ilieva. “We all want to live longer, look younger and stay healthier longer. If it’s good for you on any level you should be consuming it. There is truth in you are what you eat.”

She added that when Bloom Fresh holds events it sends attendees home with salad bowls, lemon tumblers and other tools that make it easier and more enjoyable for them to start eating more fruits and vegetables.

Besides the quality of its products, Bloom Fresh is equally passionate about being involved with organizations that help people in need.

“We participate in HashtagLunchbag.org, where we provide funds and produce monthly to help feed over 2,000 people every last Sunday of the month in New York City, and in some surrounding states,” said Ilieva. “Our charity efforts are a big focus here at Bloom Fresh, as we have helped raise funds for St. Jude’s, Easter Seals, The Carlos Beltran Foundation, City Meals on Wheels, and the Leukemia & Lymphoma Society.”