Kalettes marketers, growers revealed - The Packer

Kalettes marketers, growers revealed

08/20/2014 01:22:00 PM
Mike Hornick

Six grower-shippers — 4Earth Farms, Classic Salads, Mann Packing Co., Ocean Mist Farms, Southern Specialties and WP Rawl — have become marketing partners for Kalettes, Tozer Seeds’ kale and brussels sprouts hybrid.

In June, the British vegetable breeder announced an anticipated September rollout at U.S. retail. Mann Packing introduced its Kalettes in July at the Produce Marketing Association Foodservice Conference and Expo.

Only limited quantities are available but Tozer Seeds expects distribution will increase through the fall and winter as production ramps up.

The breeder entered the marketing agreement to create a consistent name and brand identity for the kale and brussels sprouts hybrid.

“Our collective goal is to successfully launch Kalettes in the retail and foodservice channels in the U.S. and Canada and build a strong awareness among consumers,” Kraig Kuykendall, sales manager for Tozer Seeds America, Santa Maria, Calif., said in a news release.

The product will be available to retailers and distributors directly through the grower-shippers. Their labels will appear alongside the Kalettes name. More information is online.

Tozer Seeds has applied for a price look-up code under the name “kale sprouts” that will be available to any grower. Growers are subject to product specifications and quality controls.

As part of the agreement, Kalettes seeds will be sold by Johnny’s Select Seeds to small farmers and home growers.



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