The third generation of Walter P. Rawl & Sons has developed a new category strategy to grow its share of fresh bulk and packaged greens, which is already among the biggest in the U.S.
Consumer education is at the heart of the strategy of the Pelion, S.C., growing operation. Packaging redesign of the company’s Nature’s Greens branded product line is also a key element in the plan, according to a news release issued May 20 by Rawl.
The Nature’s Greens brand includes triple-washed kale, collard, mustard and turnip greens, as well as blends of leafy greens. The line’s new packaging will address a “perception gap” that consumer research has shown to exist.
The perception gap includes non-users unfamiliarity with the flavor profile of greens and a lack of knowledge of how to prepare them.
“The front of each bag showcases nutritional highlights, flavor descriptors, and usage tips; the back includes the nutritional panel, a full recipe and additional quick tips. Completing the package is a QR Code that gives consumers access to additional recipes, coupons and sweepstakes at various times throughout the year,” the company’s release stated.
The 86-year-old Rawl & Sons offers nine SKUs in the Nature’s Greens product line in 1- and 2-pound bags.