The first product to be marketed nationally is "Scarrots" a Halloween trick-or-treat giveaway, but the company says the goal is "to get Baby Carrots into kids' lunchboxes." Jeff Dunn, president and CEO of Bolthouse Farms said, "Kids say they taste better out of this package...So not only do they think (baby carrots are ) cool in this package ... its also affecting (their perception of the) taste."
Bryan Silbermann, president and CEO of the Produce Marketing Association applauded the campaign, saying "It's David versus Goliath as the $1 billion carrot market takes a bite out of the $18 billion snack food industry."
Bolthouse has invited competitors to join the campaign, but so far, they are waiting to see what happens. Thus far, "Bolthouse has spent about $10 million on the campaign, with a final price tag projected at $25 million, including exposure through TV, billboards, social media and the customized vending machines in Syracuse, N.Y., and Cincinnati, schools. Test marketing is in Austin and San Antonio."
To read the Packer story, click here.
Posted: 10/25/2010
