VeggieLand acquires 'Franklin Farms' brand
VeggieLand acquires 'Franklin Farms' brand
J.P. Veggies Inc., doing business as VeggieLand, a leading natural and vegetarian foods manufacturer in Parsippany, NJ, has announced the acquisition of the "Franklin Farms" brand of vegetarian products.
Don Burke, who was vice president of marketing and sales at Franklin Farms prior to the sale, will serve as national retail sales manager for the Franklin Farms division of VeggieLand under the new acquisition.
"Franklin Farms was a major fresh mushroom producer, but two years ago it sold its fresh division to Giorgio Foods in Temple, Pennsylvania," said Mr. Burke. "What remained was the product line of fresh meat-alternative products made with mushrooms as the main ingredient, such as the 'Portabella Veggiburger.' This is the division that VeggieLand has now acquired."
Mr. Burke said that the acquisition makes perfect sense because VeggieLand was already manufacturing the brand. The "Franklin Farms" brand will remain the same, as will the products, so consumers will not be aware of any change. As the company reorders packaging materials, it will change the label to include the VeggieLand address. The majority of the "Franklin Farms" brand meat-alternative sales are in the produce department of retail grocery stores.
"Not only do we expect the change to be seamless to the consumer but also for the trade," said Phil Grabow, chief executive officer of VeggieLand. "Mr. Burke, who has operated as representative for the 'Franklin Farms' meat- alternative line through his company, Burke Marketing & Sales LLC, since the Giorgio acquisition, will continue to represent the Franklin Farms retail product line for VeggieLand with the current retail brokers across the country."
"VeggieLand is already a leading manufacturer and marketer of meat- alternative products to the foodservice industry, so the addition of the Franklin Farms brand of retail products will help diversify VeggieLand's sales distribution and product offerings," said Jason Wilson, president of VeggieLand.
Mr. Burke added that Franklin Farms' fresh "Portabella Veggiburger" is the top-selling fresh meat-alternative burger in America.
Don Burke, who was vice president of marketing and sales at Franklin Farms prior to the sale, will serve as national retail sales manager for the Franklin Farms division of VeggieLand under the new acquisition.
"Franklin Farms was a major fresh mushroom producer, but two years ago it sold its fresh division to Giorgio Foods in Temple, Pennsylvania," said Mr. Burke. "What remained was the product line of fresh meat-alternative products made with mushrooms as the main ingredient, such as the 'Portabella Veggiburger.' This is the division that VeggieLand has now acquired."
Mr. Burke said that the acquisition makes perfect sense because VeggieLand was already manufacturing the brand. The "Franklin Farms" brand will remain the same, as will the products, so consumers will not be aware of any change. As the company reorders packaging materials, it will change the label to include the VeggieLand address. The majority of the "Franklin Farms" brand meat-alternative sales are in the produce department of retail grocery stores.
"Not only do we expect the change to be seamless to the consumer but also for the trade," said Phil Grabow, chief executive officer of VeggieLand. "Mr. Burke, who has operated as representative for the 'Franklin Farms' meat- alternative line through his company, Burke Marketing & Sales LLC, since the Giorgio acquisition, will continue to represent the Franklin Farms retail product line for VeggieLand with the current retail brokers across the country."
"VeggieLand is already a leading manufacturer and marketer of meat- alternative products to the foodservice industry, so the addition of the Franklin Farms brand of retail products will help diversify VeggieLand's sales distribution and product offerings," said Jason Wilson, president of VeggieLand.
Mr. Burke added that Franklin Farms' fresh "Portabella Veggiburger" is the top-selling fresh meat-alternative burger in America.
