Western Greenhouse Growers Cooperative Association sought to convince product buyers, supermarket managers, and consumers that their brand of tomatoes and cucumbers are superior to field-grown vegetables.
Challenge: To position hothouse-grown vegetables as a premium brand!
Solution: The growers’ cooperative’s challenge was to prove their produce worthy of a premium price. Sales reps calling on key produce buyers presented them with a cutlery set (copy: "If it doesn't say BC, it just doesn't cut it.") Buyers were invited to slice the product in order to see for themselves the difference in quality.
At trade functions and events such as store golf tournaments, Gatsby hats and baseball caps were distributed. Stick-ons featuring cucumber and tomato characters were created and distributed to consumers at trade shows and at in-store demonstrations. Recipe cards ("Cook it with BC Hothouse Cukes" and "BC Hothouse Toms") were also distributed. Newspaper and point-of-purchase advertising were also employed.
Results: The co-op's sales manager reported a 44 percent increase in net grower returns on tomatoes with a 31 percent increase in volume as a result of the promotion. Also, they had a twenty-two percent increase in net grower returns on cucumbers, with a one percent increase in volume.