Wayne E. Bailey moves to George Foods label - The Packer

Wayne E. Bailey moves to George Foods label

11/06/2012 02:51:00 PM
Coral Beach

George Foods sweet potatoesCourtesy Wayne E. BaileyThe Nutritionally Fresh brand from Wayne E. Bailey Produce Inc. is being phased out by the Chadbourn, N.C., company as the George Foods brand becomes the signature brand for the company’s full line of sweet potato products, including new 4-count tray packs (right). ANAHEIM, Calif. — Sweet potato grower George Wooten is consolidating the brands on his full line of sweet potato retail products, phasing out the Nutritionally Fresh label and sticking with the Wayne E. Bailey brand George Foods.

The George Foods brand features the name George from his father’s actual signature, said Wooten, president of the Chadbourn, N.C., company.

The last of the Nutritionally Fresh packaging is almost used up, and the transition should be seamless.

“A lot of people weren’t sure if Nutritionally Fresh was a brand or a product claim,” said Sarah Wangler, senior marketing director for Wayne E. Bailey Produce Inc.

“The company still owns the brand, though, and could use it at some point later.”

George Foods sweet potatoesCoral BeachThese free-standing retail displays for George Foods petite sweet potatoes in microwaveable bags were introduced in recent weeks by Wayne E. Bailey Produce Inc., Chadbourn, N.C. The stands are included with retailers’ orders and provide options for tie-in promotions with traditional holiday foods outside the produce aisle.Wayne E. Bailey continues to provide packaged sweet potato products for Green Giant Fresh, as well as bulk bins of sweet potatoes under about 20 other labels, Wangler said.

The first new product under the George Foods label is a 4-count tray pack of uniform-sized sweet potatoes that the company introduced at Fresh Summit 2012.

Wooten said the trays are packed 12 to a case and designed for consumers who don’t want to take time sorting through bulk bins.

“These potatoes are all 8- to 10-ounces each with a diameter of 2 inches to 2.5 inches and lengths no more than 6 inches to provide uniform cooking times,” Wooten said.

Also new this season are 3- and 5-pound mesh bags of George Foods sweet potatoes, Wangler said.

Wooten said petite sweet potatoes in microwaveable bags, which were introduced last season, have proved so popular that he is considering planting more of them. Because of their smaller size he can plant rows closer together to maintain high yields.

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