Grimmway Farms, based in Bakersfield, CA, announced that it has entered into a partnership with Giraffe Interactive and is now the exclusive carrot supplier of "The Biggest Loser" consumer brand. Grimmway will launch an extensive line of baby carrots catering to both retail and foodservice venues alike that are all co-branded with The Biggest Loser in early November.

Grimmway Farms will debut the new products at the PMA Fresh Summit convention in Anaheim, CA. To build enthusiasm for the program, past Biggest Loser contestants and current Biggest Loser Resort employees Sione Fa (Season 7) and Mark Pinhasovich (Season 10), will be on hand and will also participate in the PMA Fit Foundation 5K with Grimmway's Team Orange and visit with tradeshow attendees during the expo, signing autographs and sharing personal experiences from their weight-loss journeys.

"Carrots are an extremely healthy, versatile and convenient food, and this brand partnership with The Biggest Loser is a great opportunity to share that message more clearly with consumers and promote fruits and vegetables as part of a healthy diet," Bob Borda, vice president of marketing for Grimmway Farms, said in a press release.

In fact, connecting with consumers and sharing that health messaging will be prominent on the new Grimmway Farms carrot packaging. Thanks to a cross-promotional partnership with The Biggest Loser Resorts, Grimmway Farms is hosting a 14-month sweepstakes that allows consumers to register to win one of three trips to the Biggest Loser Resorts. Registering for the sweepstakes will be as easy as scanning a QR code or visiting the new www.justcrunchem.com microsite.

In addition to sweepstakes information, the new microsite will also feature health and nutrition information from Derek Johnson, executive nutrition director for Biggest Loser Resorts.

In addition to branded packaging and the consumer sweepstakes, Grimmway will also network with consumers online, sharing recipes, healthy content and more chances to win Biggest Loser merchandise through social media sites such as Facebook and Twitter.

"The Biggest Loser online audience is nearly 2 million strong and they are a loyal community eager for information on healthy living," Mr. Borda added in the press release.

Grimmway Farms will offer the "The Biggest Loser" brand in both private label and the "Grimmway" brand and will work with retailers to customize a program that meets each retailer's individual needs.  

"The Biggest Loser has transcended its role as an entertainment brand and has become a lifestyle brand focused on healthy living," Melinda Goodman, vice president of marketing at Giraffe Interactive, said in the press release. "We're proud to welcome a marketing leader like Grimmway Farms into the program and help them celebrate the health and wellness benefits of carrots."

Grimmway Farms joins current marketing partners Sage Fruit in promoting "The Biggest Loser" brand. During the next several months, Giraffe Interactive will be announcing new grower-shipper partners in additional categories timed with the premiere of Season 14 of The Biggest Loser debuting in January on NBC.