Domex, PBH offer produce instructional videos

02/25/2009 12:00:00 AM
Bob Luder

(Feb. 25, WEB EXCLUSIVE) Consumers have long had access to instructional videos teaching them how to work out, or how to cook a meat loaf. Now, they’ll also have easily accessible instruction videos on how to slice a pear, select potatoes, or store cherries.

The Produce For Better Health Foundation, in conjunction with sponsors including Domex Superfresh Growers, have developed short instructional videos focusing on how to select, prepare and store fresh apples, pears, cherries and other produce staples. The videos can be viewed on the PBH consumer Web site, www.fruitsandveggiesmorematters.org.

“PBH came to us with this project a year ago and said they’d like to produce videos to reach out to consumers with information on how to store and use fresh produce, specifically apples, pears and cherries for our purposes,” said Loren Queen, marketing and communications manager with Yakima, Wash.-based Domex. “Over the last year, they produced a series of videos — more than they originally intended — and involves more than just apples and cherries.”

In fact, PBH has produced more than 300 videos spanning the entire range of fresh produce commodities.

“Our primary objective is to help consumers know how to use produce,” said Jeanette Sukhu, nutrition marketing manager for PBH, Wilmington, Del. “A lot of times, people go to the grocery store and see something and don’t buy it because they don’t know what to do with it.”

Sukhu said the video portion of the Web site had about 5,000 hits in its first month.

In addition to Domex, sponsors of the videos are Del Monte Fresh Produce Company, N.A., Inc., Fisher Capespan, Hollandia Produce, Marie’s Dressings, Olivia’s Organics, Seneca Foods and the National Watermelon Promotion Board.

“As one of their founding sponsors of the program, we have this opportunity to work with them on what the content should be,” Queen said. “We use them on our Web site (www.superfreshgrowers.com) as well.”

Queen said Domex views the videos as a nice complement to the company’s other marketing efforts, such as its Flavor Profiles point-of-sale materials, Flavor Pairings tote bags, consumer section of its Web site and other display materials, all aimed at connecting consumers to growers.

“We realized that young moms with families are accessing the Web for information on food and flavors to better feed their families,” he said. “We’ve gotten a tremendous amount of hits on our Web site. It’s been very important in reaching out to these consumers.

“I think it’s been great for consumers and great for the industry as well. When this opportunity came to us, it was a no-brainer.”



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