“We feel between us and our partners that this is just a great way to promote Feeding America,” said Bob Borda, vice president of marketing. “It’s a strong cause to promote and help those in need.”
Teaming with a movie studio is new territory for the carrot operation, but he said Grimmway had no hesitation about participating.
“As part of our marketing plan, we have an area for a cause marketing promotion,” Borda said. “We were looking for a good cause to participate in, and this was a good fit. It has strong public relations outreach to consumers, and it really promotes what we’re doing as an industry and what we’re doing as Grimmway-Cal-Organic Farms.”
The movie also carries an underlying message to children and their parents that fresh fruits and vegetables are a good alternative for snacks, he said.