All of Wholesum Family Farms’ Mexican greenhouse growing operations are now Fair Trade certified, said Anthony Totta, who does marketing for the company.
“We’ve had quite a bit of demand from retailers who want to promote Fair Trade,” he said. “All of our growing operations outside the U.S. are now Fair Trade.”
If retailers request it, Nogales, Ariz.-based Wholesum can add Fair Trade stickers to products, and the company has point-of-sale materials for retail displays detailing the Fair Trade program.
Wholesum also is ramping up production of its three-minute “Kitchen Tips” videos, which run on social media.
The videos provide short tutorials on how to core a bell pepper, dice tomatoes, prepare eggplants and other advice on preparing and cooking the company’s Mexican-grown greenhouse vegetables.
Wholesum packaging now features quick-response codes that link to the videos.
“We continue to expand our social media presence,” Totta said.
New in packaging at Wholesum is an increased emphasis on overwrap trays and resealable bags with handles, he said.
The resealable bags, introduced at the end of last year, are “just getting off the ground,” Totta said.
The size of the bags vary depending on the commodity. For instance, grape and cherry tomatoes may come in 2-pound packs; beefsteaks, three tomatoes to a pack; clusters, one cluster to a pack; and eggplant and cucumbers, two to a pack.
Totta also reported that more of Wholesum’s retail partners are requesting the company’s corrugated displays, which feature display-ready boxes.
Also new at Wholesum, at the Produce Marketing Association’s annual Fresh Summit show in October, the company plans to highlight its new campanata product, which starts with an eggplant base and adds several other Mexican greenhouse vegetables grown and marketed by Wholesum.
“It’s almost like a relish,” Totta said. “It’s a blend of almost all of our products into one.”