Tanimura & Antle redesigns lettuce bags

05/10/2012 04:58:00 PM
Mike Hornick

Courtesy Tanimura & AntleTanimura & Antle has launched a new design for its wrapped leaf lettuce bags, with large lettering and color-coded varieties plus features promoting the company’s field packing process.

The Salinas, Calif.-based grower-shipper has offered shrink wrap for a decade, but renamed the line Field Fresh Wrapped Leaf Lettuce, director of marketing Diana McClean said. Five varieties — romaine, green leaf, red leaf, endive and escarole — are in the line.

Besides new graphics, the bags have added scannable quick response codes that link shoppers to videos of harvesting and field packing.

“Five years ago, we went through a period when clients were asking for naked product; now that demand has changed,” McClean said. “There have also been requests to differentiate the leaf lettuces by color.”

Tanimura & Antle aims to differentiate the leafy greens from processed product.

“We put the QR code on so the consumer can see how fresh this product is and how few hands touch it between the ground and their kitchen,” she said.

For retailers, Tanimura & Antle touts an average 20% reduction in shrink compared to unbagged product, which it also offers.

“Shelf life is increased by about 11 days,” McClean said.

Joint French and English versions of the bags are planned for late July or August for the Canadian market.

Around May 1, Tanimura & Antle also began shipments of a baseball-themed package for iceberg that cross promotes the lettuce with its Artisan red onions, using a recipe that includes both ingredients.

Also this month, the company launched its Summer Fun Sweepstakes. Tanimura & Antle plans to award $1,000 weekly through July 31, and announce winners on the Artisan Facebook page.



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