Courtesy D'Arrigo Bros. Co.
Driver Jimmy Creaton has begun racing with a pink ribbon and the Andy Boy Fresh Vegetables logo emblazoned on his Bounty Hunter monster truck under the banner, “Racin’ for a Cure.”
It’s part of a sponsorship agreement D’Arrigo Bros. struck with Creaton and 2Xtreme Racing. It will run through 2011, said Margaret D’Arrigo-Martin, executive vice president of sales and marketing at the Salinas, Calif.-based grower-shipper.
The on-truck logo will appear at all events, but “Racin’ for a Cure” will get added exposure when the Bounty Hunter appears on the WGAS Motorsports circuit.
“We’ll bring some of our specialty products and do some sampling,” D’Arrigo-Martin said. “Something different from nacho cheese with chips and corndogs. We want to be talking to kids about healthy eating. Fair directors want healthier venues.”
At WGAS Motorsports events, D’Arrigo Bros. will distribute recipe pamphlets bearing Creaton’s picture.
Monster truck racing has a reputation as a boys club – but that can be misleading, D’Arrigo-Martin said.
“We’re targeting a different audience here,” she said. “It’s a very family-friendly event with loyal fans across all ages. I like the endurance and strength (the sport) requires, which ties in well with eating more produce. We’re trying to work closely with retailers and markets where we’re having events, and building up for a big recipe contest.”
A social media campaign is also planned.
D’Arrigo Bros. Co. has raised more than $1 million for breast cancer prevention and awareness since 1999.