Grimmway Farms, Biggest Loser join forces

10/17/2012 03:37:00 PM
Mike Hornick

Grimmway FarmsCourtesy Grimmway FarmsThe Biggest Loser brand will appear on Grimmway Farms baby carrots for retail and foodservice starting in early November.

The move makes Bakersfield, Calif.-based Grimmway Farms the exclusive supplier of carrots for the brand based on the NBC TV weight-loss series.

Grimmway’s partner, Giraffe Interactive, also markets with Sage Fruit Co. and plans to add more grower-shippers for the show’s 14th season debut in January, according to a news release.

Bob Borda, vice president of marketing at Grimmway, said in the release that carrots are healthy and convenient.

“This brand partnership with The Biggest Loser is a great opportunity to share that message more clearly with consumers and promote fruits and vegetables as part of a healthy diet,” Borda said in the release.

The company plans to offer the Biggest Loser brand in both private label and under the Grimmway name.

The baby carrot products will debut at the Produce Marketing Association Fresh Summit in Anaheim, Calif., Oct. 27-28. Two former Biggest Loser contestants, Sione Fa and Mark Pinhasovich, are scheduled to be at the expo to sign autographs and meet attendees. They’re also scheduled to be part of Grimmway’s running team in the PMA Fit Foundation’s 5-kilometer race.

Grimmway plans to offer a 14-month sweepstakes giving consumers a chance to win one of three trips to Biggest Loser Resorts. Consumers will be able to enter by scanning a quick-response code or going online to www.justcrunchem.com. That site will also feature nutrition information.

The company plans to offer additional chances to win Biggest Loser merchandise through Facebook and Twitter.

“The Biggest Loser online audience is nearly 2 million strong and they are a loyal community eager for information on healthy living,” Borda said in the release.

The resorts and the partnerships with grower-shippers reflect The Biggest Loser’s expansion from an entertainment to a lifestyle brand, according to Melinda Goodman, vice president of marketing for Giraffe Interactive.



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