Public relations drives success of Fresherized Foods' products
Public relations drives success of Fresherized Foods' products
A strong marketing and public-relations program has propelled "Wholly Guacamole" processed avocado products to lofty heights, with more than $100 million in annual sales. Similar efforts are enabling other products marketing by Fresherized Foods, based in Ft. Worth, TX, to enjoy similar success.
Jay Alley, vice president of sales for the "Wholly Guacamole" brand, told The Produce News April 16 that the 100-calorie guacamole snack packs released early this year by the company are catching on. The snack packs were introduced to the produce trade at the Produce Marketing Association's Fresh Summit in Houston last October.
Fresherized Foods describes the snack packs as "easy-to-open, two-ounce, individually portioned packs of all-natural, authentic, guacamole. [The packs] stay fresh for up to 30 days and can be frozen even longer. Made with 94 percent avocados, the name reflects what's inside - it's wholly guacamole - just avocados and spices with no chemicals or preservatives."
Launched with the classic guacamole flavor, the Wholly Guacamole 100- calorie snack packs retail for $2.19-$2.49 (three-pack) or $4.29-$4.69 (six- pack).
Fresherized Foods is also introducing "Simply Avo" which is a peeled, halved and packaged avocado designed for consumer convenience.
Reflecting the firm's strong public relations effort, Good Housekeeping magazine recently ran an article on the snack packs, which have been named by Shape magazine as a 2008 snack award winner. Mr. Alley noted that "out of all new products available," such an award is very prestigious. Quick and Simple and Parents magazines are also endorsing the guacamole snack packs.
Mr. Alley said that his firm focuses on "out-of-box marketing." The firm has many different coupon arrangements with various publications, as well as Internet promotions. Wholly Guacamole is the official guacamole of the National Football League's Dallas Cowboys, whose web site receives 2.5 million fan exposures a month and features "Wholly Guacamole."
The Food Network is planning to feature the snack packs later this year. "With strong public relations, there is a ton of retailer and consumer interest on that item," Mr. Alley said, adding that Wal-Mart Stores Inc. in Bentonville, AR, is shipping the snack packs from 31 of its 38 distribution centers.
In mid-April, Mr. Alley expected to be within three weeks of signing an agreement with a leading national convenience store chain. "We do not have ink on that deal, but it's 90 percent done."
The school districts of Dallas and Ft. Worth have approached Fresherized Foods to see about incorporating the avocado products into their school foodservice programs.
Fresherized uses an ultra-high-pressure system rather than heat or chemicals to pasteurize its avocado products. The pressure level is 87,000 pounds per square inch, which the firm indicates is higher than would be found in the deepest ocean reaches. That pressure kills naturally occurring pathogens, which deteriorate food and cause food-safety problems. Mr. Alley said that high pressure does not alter the taste of guacamole.
Jay Alley, vice president of sales for the "Wholly Guacamole" brand, told The Produce News April 16 that the 100-calorie guacamole snack packs released early this year by the company are catching on. The snack packs were introduced to the produce trade at the Produce Marketing Association's Fresh Summit in Houston last October.
Fresherized Foods describes the snack packs as "easy-to-open, two-ounce, individually portioned packs of all-natural, authentic, guacamole. [The packs] stay fresh for up to 30 days and can be frozen even longer. Made with 94 percent avocados, the name reflects what's inside - it's wholly guacamole - just avocados and spices with no chemicals or preservatives."
Launched with the classic guacamole flavor, the Wholly Guacamole 100- calorie snack packs retail for $2.19-$2.49 (three-pack) or $4.29-$4.69 (six- pack).
Fresherized Foods is also introducing "Simply Avo" which is a peeled, halved and packaged avocado designed for consumer convenience.
Reflecting the firm's strong public relations effort, Good Housekeeping magazine recently ran an article on the snack packs, which have been named by Shape magazine as a 2008 snack award winner. Mr. Alley noted that "out of all new products available," such an award is very prestigious. Quick and Simple and Parents magazines are also endorsing the guacamole snack packs.
Mr. Alley said that his firm focuses on "out-of-box marketing." The firm has many different coupon arrangements with various publications, as well as Internet promotions. Wholly Guacamole is the official guacamole of the National Football League's Dallas Cowboys, whose web site receives 2.5 million fan exposures a month and features "Wholly Guacamole."
The Food Network is planning to feature the snack packs later this year. "With strong public relations, there is a ton of retailer and consumer interest on that item," Mr. Alley said, adding that Wal-Mart Stores Inc. in Bentonville, AR, is shipping the snack packs from 31 of its 38 distribution centers.
In mid-April, Mr. Alley expected to be within three weeks of signing an agreement with a leading national convenience store chain. "We do not have ink on that deal, but it's 90 percent done."
The school districts of Dallas and Ft. Worth have approached Fresherized Foods to see about incorporating the avocado products into their school foodservice programs.
Fresherized uses an ultra-high-pressure system rather than heat or chemicals to pasteurize its avocado products. The pressure level is 87,000 pounds per square inch, which the firm indicates is higher than would be found in the deepest ocean reaches. That pressure kills naturally occurring pathogens, which deteriorate food and cause food-safety problems. Mr. Alley said that high pressure does not alter the taste of guacamole.
