Malena Produce Inc., a premier provider of eggplant, peppers and other premium produce during the winter, announced its first integrated marketing program.  

The campaign will include new trade and consumer web pages, publicity, social media and advertising, along with merchandising assistance and education on how receivers can maximize a growing category.

Gonzalo Avila, vice president for the Rio Rico, AZ-based firm, said that the company is poised for expansion this coming season thanks to receiver customers who demand “excellence in Rio Rico, AZ-based Malena Produce, a leading supplier of eggplant, believes the eggplant category has growth potential and will launch a new marketing program to support the growth of the category. (Photo courtesy of Malena Produce)eggplant.” The company’s “Malena” brand is considered a leading top-grade eggplant, with 16-, 18-, 24- and 32-count packs available nearly year round.

“We’ve seen the trend in meatless meals driven by consumer preferences, health concerns and also budgets,” Mr. Avila said in a press release. “Eggplant offers an ideal, value meal solution that is also good for you.”

He added that with U.S. consumption about 25 percent of the category, there is a lot of room for growth.  

While research indicates that eggplant increased 5 percent in consumption from 2011 levels, Mr. Avila said that most North Americans don’t know how to properly prepare eggplant.

“We’re going to be helping educate shoppers to drive them to the display,” he said in the press release.

In addition to the informational sites and merchandising outreach program to supermarkets, select foodservice distributors will be contacted with menu-promotion opportunities.    

Malena Produce also will be promoting its premium colored and green Bell peppers and Italian and yellow squash, which are all available in custom packs. In addition, the company supplies cucumbers, pickles, Roma tomatoes, chili peppers, hard squash and grapes.

Shipments for the winter import season are slated to start in early October, with further details about the marketing campaign to be released in October just prior to the PMA Fresh Summit convention.