LAS VEGAS — At 89-years-young, the Snoboy brand is relaunching into the retail marketplace, focusing on independent grocers with initial offerings of fresh fruits and vegetables.
In recent years Snoboy has primarily focused on foodservice customers, said Eva Roethler, saleswoman for Amerifresh Inc., which owns the Snoboy brand. When Scottsdale, Ariz.-based Amerifresh decided to get back into the retail arena, Roethler said it seemed like a natural choice to exhibit at the National Grocers Association annual show.
“We are targeting independent retailers in this launch,” she said Feb. 10 from the Snoboy booth on the NGA show floor.
“We want to empower independents with a high-quality, recognizable brand of fresh produce.”
Romaine hearts are the first product to get the new Snoboy retail look, Roethler said.
The three-count pack of romaine hearts is scheduled to be followed by a 2-pound pack of hothouse bell peppers, sleeve celery, bagged red and green leaf lettuce and cello-wrapped iceberg lettuce.
Packaging designs for the romaine hearts are in the final phase of development, with product expected to be available to retailers within four to six weeks, Roethler said.
The bags have zipper tops for consumer convenience and are designed to make retail display and restocking as easy as possible, she said.
The Snoboy brand and logo were originally trademarked by the Pacific Fruit & Produce Co.
It spread across the U.S. and Canada as the company evolved into the foodservice provider Pacific Gamble Robinson. In 1988 Pacific Gamble Robinson’s produce marketing and shipping division formed Amerifresh.