Winemaker partners with asparagus, potatoes - The Packer

Winemaker partners with asparagus, potatoes

11/09/2011 11:15:00 AM
Mike Hornick

Courtesy Gourmet Trading Co.Coupons for Gourmet Trading Co. asparagus and Idaho potatoes are appearing on Beringer wines as part of the California vintner’s charitable holiday campaign, Beringer Million Meals.

Through Dec. 31, Beringer plans to place 250,000 neck tags on select bottles distributed to North American retailers.

One coupon offers $1 off 2 pounds of green, white or purple asparagus from Los Angeles-based Gourmet Trading Co. The limited availability of the purple variety, from October through the end of the year, overlaps the holidays.

“We decided to partner with them because asparagus is a staple on Thanksgiving and Christmas dinners,” said Julia Inestroza, marketing director at Gourmet Trading. “It just seemed to make a lot of sense to gain that exposure for the white and purple asparagus as well. The coupon coincides with purple being in the marketplace. We thought it might encourage shoppers to get brave and try something new.”

Other coupons on the neck tag offer $1 off 5 pounds of Idaho potatoes, $1 off Idaho red fingerling potatoes, $1 off fresh cranberries from the American Cranberry Association and $1 off Honeysuckle White or Shady Brook Farms turkeys.

Beside coupons, the Beringer neck tags include holiday recipes and tips for hosting a charity fundraiser dinner.

The Beringer Million Meals campaign offers various ways to channel donations to food banks. For every bottle of Beringer Founders’ Estate wine sold, meals will be donated to food banks near the site of purchase.



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