Produce for Better Health Foundation and Imagination Farms forge strategic alliance
Produce for Better Health Foundation and Imagination Farms forge strategic alliance
INDIANAPOLIS -- Imagination Farms and the Produce for Better Health Foundation have forged a strategic alliance based on shared a vision of increasing consumption of fruits and vegetables.
Beyond traditional financial support, Imagination Farms has made a four-year commitment to provide direct marketing support to include further development of the kids section of the PBH web site with Disney character integration and implementing a seasonal promotion program tied to a movie or video release to drive additional excitement and enthusiasm around the "Fruits & Veggies More Matters" brand.
Additionally, Imagination Farms has committed to using the "Fruits & Veggies More Matters" logo on all packaging and serving on the PBH board of directors.
"Our relationship with PBH is about extending awareness of both of our missions," Don Goodwin, chief operating officer of Imagination Farms, said in a March 19 statement. "PBH has been a dedicated champion of the 5 A Day message for years, and we are happy to support their new initiative of 'Fruits & Veggies More Matters.'"
With the "Fruits & Veggies More Matters" message front of mind, this alliance will seek to leverage the marketing expertise of both organizations and the brand power of Disney Garden and "Fruits & Veggies More Matters" to develop comprehensive marketing programs that reach mothers and their children through a variety of packaging, consumer media and in-store promotions.
"We feel this is just the beginning of our commitment to supporting PBH," Mr. Goodwin said. "We feel a responsibility to support the 'Fruits & Veggies More Matters' initiative in all activities that we undertake. Over the coming months, we will hold brainstorming sessions with our two teams to identify other ways we can work together."
"We are excited to be aligned with Imagination Farms and the 'Disney Garden' brand," Elizabeth Pivonka, president and chief executive officer of the Produce for Better Health Foundation, said in the statement. "The marketing support that Imagination Farms can provide and the brand awareness that Disney garners is a significant opportunity to deliver our 'Fruits & Veggies More Matters' message to our core demographic of Gen X moms and their children."
As the number one family brand, the reach of Disney is a powerful tool. Through radio, TV, movies and more, families are immersed in the "Disney" brand more than 3 billion hours each year.
Melinda Goodman, director of marketing for Imagination Farms, said in the statement, "Our efforts with PBH to create compelling promotions and web site activities will be designed to engage children with their favorite characters and bring a piece of the Disney magic to fruits and vegetables."
For the last year, Imagination Farms has acted with one clear mission: to increase the consumption of fruits and vegetables among children and position itself as the clear market leader of fruits and vegetables for children. Matthew Caito, CEO of Imagination Farms, concluded, "This partnership with PBH is an opportunity to move our missions forward for the growth of our industry and the health of children."
Beyond traditional financial support, Imagination Farms has made a four-year commitment to provide direct marketing support to include further development of the kids section of the PBH web site with Disney character integration and implementing a seasonal promotion program tied to a movie or video release to drive additional excitement and enthusiasm around the "Fruits & Veggies More Matters" brand.
Additionally, Imagination Farms has committed to using the "Fruits & Veggies More Matters" logo on all packaging and serving on the PBH board of directors.
"Our relationship with PBH is about extending awareness of both of our missions," Don Goodwin, chief operating officer of Imagination Farms, said in a March 19 statement. "PBH has been a dedicated champion of the 5 A Day message for years, and we are happy to support their new initiative of 'Fruits & Veggies More Matters.'"
With the "Fruits & Veggies More Matters" message front of mind, this alliance will seek to leverage the marketing expertise of both organizations and the brand power of Disney Garden and "Fruits & Veggies More Matters" to develop comprehensive marketing programs that reach mothers and their children through a variety of packaging, consumer media and in-store promotions.
"We feel this is just the beginning of our commitment to supporting PBH," Mr. Goodwin said. "We feel a responsibility to support the 'Fruits & Veggies More Matters' initiative in all activities that we undertake. Over the coming months, we will hold brainstorming sessions with our two teams to identify other ways we can work together."
"We are excited to be aligned with Imagination Farms and the 'Disney Garden' brand," Elizabeth Pivonka, president and chief executive officer of the Produce for Better Health Foundation, said in the statement. "The marketing support that Imagination Farms can provide and the brand awareness that Disney garners is a significant opportunity to deliver our 'Fruits & Veggies More Matters' message to our core demographic of Gen X moms and their children."
As the number one family brand, the reach of Disney is a powerful tool. Through radio, TV, movies and more, families are immersed in the "Disney" brand more than 3 billion hours each year.
Melinda Goodman, director of marketing for Imagination Farms, said in the statement, "Our efforts with PBH to create compelling promotions and web site activities will be designed to engage children with their favorite characters and bring a piece of the Disney magic to fruits and vegetables."
For the last year, Imagination Farms has acted with one clear mission: to increase the consumption of fruits and vegetables among children and position itself as the clear market leader of fruits and vegetables for children. Matthew Caito, CEO of Imagination Farms, concluded, "This partnership with PBH is an opportunity to move our missions forward for the growth of our industry and the health of children."
