SALINAS, CA (April 21, 2009) – In a traditionally trade-focused industry, Tanimura & Antle is making strides to effectively reach consumers to communicate the flavor, freshness and versatility offered by its key product, Artisan Lettuce. Living up to its reputation for being an innovator, Tanimura & Antle has leveraged new channels such as social media and an online coupon to engage and inform consumers, thus supporting retailers to drive store traffic and department sales. The company also featured Artisan Lettuce at the recent Pebble Beach Food & Wine event where over 2,000 product samples were distributed to enthusiastic attendees.
“Research has shown that once people try Artisan Lettuce, they are highly likely to purchase it. Key to the growing success of this outstanding product is continuing to find new ways to reach consumers in addition to our customers,” said Rick Antle, CEO of Tanimura & Antle.
Already featured in “The Editor’s Dozen” in last October’s issue of Cooking Light magazine, Artisan Lettuce has been touted as “like bagged lettuce only better and much fresher.” With each package offering three lettuce varieties, consumers see more value and servings in Artisan Lettuce than other products. Distributed nationally in a 100% recyclable clamshell with a new tamper-evident seal, the product meets growing demand for eco-friendly produce packaging that clearly communicates quality and safety.
To grow its social media community on Facebook, Tanimura & Antle has recently applied an on-pack sticker to the clamshells as a call to action to consumers. In just over a month, the Artisan Lettuce Facebook page has gained several hundred fans by offering recipes, coupons, photos, contests and more. In addition to social media and the online coupon, Tanimura & Antle has created a dedicated area on its website for consumers, and the trade, to obtain detailed information, tips and recipes for Artisan Lettuce. With the positive response from consumers to such online resources, the company will be soon re-launching its website to include a new consumer section that will offer additional information on all Tanimura & Antle products.
Source: Tanimura & Antle