Blazer Wilkinson licenses 'Foxy' brand for fresh strawberry sales
Blazer Wilkinson licenses 'Foxy' brand for fresh strawberry sales
SALINAS, CA -- Blazer Wilkinson, one of the nation's larger shippers of fresh strawberries, will grow, market and ship California strawberries under the "Foxy" brand beginning in mid-March.
Under terms of the licensing agreement with The Nunes Co., owners of the "Foxy" brand, Blazer Wilkinson will handle all sales of "Foxy" strawberries to retailers and wholesalers throughout the United States.
"The 'Foxy' brand name is synonymous with premium-quality produce in the minds of produce buyers and consumers," John Wilkinson, a partner of Blazer Wilkinson, said in a March 11 statement. "We wanted to extend our reach into the marketplace and believe growing, shipping and marketing premium California strawberries under the 'Foxy' brand name provides us the platform to do so."
All strawberry production will come out of the greater Salinas Valley, with cooling and shipments available out of Blazer Wilkinson's and The Nunes Co.'s Salinas-based facilities. Approximately 80 percent of the projected volume will be available in one-, two- and four-pound clamshell containers.
"For retailers and wholesalers, one of the major benefits of the Blazer Wilkinson-Foxy relationship will be providing an opportunity to load strawberries with 'Foxy' vegetable items -- truly one-stop shopping," Mr. Wilkinson said. "As customers look to maximize their efficiencies, the ability to offer premium-quality strawberries and vegetable items on the same truck makes logistical sense."
For The Nunes Co., the licensing agreement with Blazer Wilkinson marks the fifth company to license the "Foxy" brand for produce items. In addition to Blazer Wilkinson, the "Foxy" brand is licensed to Foxy Foods for fresh-cut vegetables; Valhalla Sales in Kingsburg, CA, licenses the brand for a wide array of citrus items, including Navel, Satsuma and Mineola oranges, plus lemons, limes and grapefruit; and C&S Wholesale in Hatfield, MA, licenses the brand for a wide array of fresh vegetable items, including cucumbers, bell peppers, tomatoes, squash and cabbage.
The licensing of the "Foxy" brand name gives The Nunes Co. an expanded presence in the produce department while helping to broaden its existing customer base. "Through years of marketing and advertising to consumers, the 'Foxy' brand name is more than the traditional produce label. The connection with the end-users of 'Foxy' products has formed the foundation of a premium-quality, consumer-recognized brand in the produce department," Matt Seeley, vice president of marketing for The Nunes Co., said in the statement. "And obviously strawberries are one of the most important items in the produce department from a dollar-sales and movement standpoint. As we continually look for ways to leverage and expand the equity of the 'Foxy' brand name, our agreement with Blazer Wilkinson is another way to enhance the 'Foxy' name and increase our overall product mix to consumers."
Blazer Wilkinson was formed in 1996 by partners John Wilkinson and Scott Blazer. The company ships strawberries and bush berries from all major shipping points throughout the United States via the company's East Coast distribution center, Blazer Wilkinson Salins LLC, located in Easton, MD.
The Nunes Co. is a family-owned international marketing organization that represents farmers growing a full line of quality fruits and vegetables in the fertile fields of California and Arizona. Nunes markets its products under the "Foxy" and "Tubby" brand names.
Under terms of the licensing agreement with The Nunes Co., owners of the "Foxy" brand, Blazer Wilkinson will handle all sales of "Foxy" strawberries to retailers and wholesalers throughout the United States.
"The 'Foxy' brand name is synonymous with premium-quality produce in the minds of produce buyers and consumers," John Wilkinson, a partner of Blazer Wilkinson, said in a March 11 statement. "We wanted to extend our reach into the marketplace and believe growing, shipping and marketing premium California strawberries under the 'Foxy' brand name provides us the platform to do so."
All strawberry production will come out of the greater Salinas Valley, with cooling and shipments available out of Blazer Wilkinson's and The Nunes Co.'s Salinas-based facilities. Approximately 80 percent of the projected volume will be available in one-, two- and four-pound clamshell containers.
"For retailers and wholesalers, one of the major benefits of the Blazer Wilkinson-Foxy relationship will be providing an opportunity to load strawberries with 'Foxy' vegetable items -- truly one-stop shopping," Mr. Wilkinson said. "As customers look to maximize their efficiencies, the ability to offer premium-quality strawberries and vegetable items on the same truck makes logistical sense."
For The Nunes Co., the licensing agreement with Blazer Wilkinson marks the fifth company to license the "Foxy" brand for produce items. In addition to Blazer Wilkinson, the "Foxy" brand is licensed to Foxy Foods for fresh-cut vegetables; Valhalla Sales in Kingsburg, CA, licenses the brand for a wide array of citrus items, including Navel, Satsuma and Mineola oranges, plus lemons, limes and grapefruit; and C&S Wholesale in Hatfield, MA, licenses the brand for a wide array of fresh vegetable items, including cucumbers, bell peppers, tomatoes, squash and cabbage.
The licensing of the "Foxy" brand name gives The Nunes Co. an expanded presence in the produce department while helping to broaden its existing customer base. "Through years of marketing and advertising to consumers, the 'Foxy' brand name is more than the traditional produce label. The connection with the end-users of 'Foxy' products has formed the foundation of a premium-quality, consumer-recognized brand in the produce department," Matt Seeley, vice president of marketing for The Nunes Co., said in the statement. "And obviously strawberries are one of the most important items in the produce department from a dollar-sales and movement standpoint. As we continually look for ways to leverage and expand the equity of the 'Foxy' brand name, our agreement with Blazer Wilkinson is another way to enhance the 'Foxy' name and increase our overall product mix to consumers."
Blazer Wilkinson was formed in 1996 by partners John Wilkinson and Scott Blazer. The company ships strawberries and bush berries from all major shipping points throughout the United States via the company's East Coast distribution center, Blazer Wilkinson Salins LLC, located in Easton, MD.
The Nunes Co. is a family-owned international marketing organization that represents farmers growing a full line of quality fruits and vegetables in the fertile fields of California and Arizona. Nunes markets its products under the "Foxy" and "Tubby" brand names.
