The bold new packaging and the new promotional campaign touts to consumers the convenience and ease of preparation with on-product messaging such as, Cut the prep, keep the credit. Another tagline urges consumers to Skip the fuss, keep the flavor.

That marketing campaign’s moniker is No Shame in a Shortcut, which Ocean Mist CEO Chris Drew said is the company’s effort “to meet consumers where they are.” He noted that market research has continually reported that all consumers, but especially younger ones, are looking for ways to create flavorful meals in less time. The line of Roastables includes seven options with cauliflower florets, broccoli florets and Brussels sprouts playing the starring roles. Each has been designed for convenience with an additional goal of putting time back into the day for the busy home cook.

Drew said the line of chef-inspired dishes was introduced about a year ago with good reviews from consumers and traction from retailers, but Ocean Mist believed it needed a difference maker at store level to bridge that last three-foot gap between store shelf and the consumer’s shopping cart. Trialing of this new campaign got “rave reviews” and the company is now launching it nationwide. 

According to Drew, the demand for convenient, ready-to-cook vegetables spans far beyond Gen Z and younger shoppers. This new line, he said, connects with time-starved consumers across every demographic and economic segment who are seeking quick, easy to prepare meal solutions that don’t compromise on nutrition or flavor.

The Roastables line earned an innovation award at last year’s New York show, so this year’s event is a fitting venue in which to host the relaunch. Drew said regional shows all over the country are an important part of Ocean Mist’s marketing efforts. “It’s a great opportunity to interact with our partners face-to-face, which you don’t always get the opportunity to do at the national shows,” he said.

He also reported that consumer trends are different in various sectors of the country and it’s great to hear from local produce experts about what’s happening in their neck of the woods. “Consumers in California are not necessarily the same as those in the Northeast,” he said. “That’s an important market for us and it’s good to go to the show and talk to our partners in that area. Not everyone goes to the IFPA (International Fresh Produce Association) show.”

It was in 2021 that Drew was appointed Ocean Mist CEO. In an interview with The Produce News back then he revealed that the company would be increasing its value-added options as he believed that is where the greatest growth potential lies for the fresh produce industry. He still holds that view. 

“We recognize the bulk commodity category is gradually shrinking; however, it remains a very important part of our business,” said Drew. “Over our 100-plus year history we’ve continued to adapt, shift and evolve to meet changing consumer needs and marketplace trends. Recognizing how to evolve traditional commodities into innovative new, value-added meal solutions — while maintaining balance between the two — is key.”

He noted that Brussels sprouts are certainly not new, but it is a dynamic commodity that continues to offer exponential growth, and Ocean Mist has followed that trend with increased acreage and value-added options, such as in its Roastables line.