Vick Family Farms marketing sweet potatoes in pink boxes

10/10/2013 11:03:00 AM
Doug Ohlemeier

Vick Family Farms pink campaignVick Family Farms in Wilson, N.C., is marking breast cancer awareness month by contributing funds from sales of its sweet potatoes in pink boxes to a local hospital’s breast cancer program.Vick Family Farms is working to fight breast cancer by supporting an area hospital’s preventive efforts.

Coinciding with October’s breast cancer awareness month, the Wilson, N.C. sweet potato grower-shipper plans to contribute funds to Wilson’s WilMed Healthcare’s Mother’s Day mammogram program.

Vick changed the color of its Pure Gold cartons, a label is ships to export customers, to pink.

Throughout the month, Vick is shipping the cartons to 75% of its retailers for in-store display campaign support, said Charlotte Vick, partner.

Vick isn’t certain how many sweet potatoes the company expects to sell, but said as seasonal sales increase in October, the company plans to provide a significant donation to the hospital’s program.

Vick Family Farms It plans to contribute 10-cents a carton to the program that provides free mammogram screenings for women without health insurance.

“We wanted to find something we could make a donation to during this important cause,” she said. “We wanted to keep it local and it was important we support our community. This is a program my children have supported in the past. I’ve known quite a few ladies who have had breast cancer in my area.”

Testing the program with a retail customer, Vick said the buyer wanted to market all of its sweet potatoes in the pink boxes.

Vick is also beginning the new season with a “Sweet potatoes from generation to generation” marketing campaign that celebrates the company’s family farming heritage.

The company wants to make sure retail customers and consumers to know how it provides produce from a family farming operation, Vick said.

She said local produce remains a big draw at retail and said many shoppers want to see a connection to a family farming operation.

Founded in 1975 by Jerome and Diane Vick, the company grows 1,200 acres of sweet potatoes.



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