“Both structures, when professionally constructed, offer tremendous advantages to the grower and result in important improvements in both quality and productivity,” Mandel said.
Because Coachella, Calif.-based Prime Time International LLC offers both field and hot house peppers year-round, it doesn’t promote one as being better than the other, said Mike Aiton, marketing director.
“Our objective is just to have availability on both … throughout the year,” he said. “We don’t promote one to the detriment of the other.”
San Antonio-based NatureSweet Ltd. doesn’t use protected agriculture as a promotional strategy at retail.
Although its tomatoes are produced through protected agriculture, the company has chosen to focus consistently on two other strategic messages, said Bobby Patton, vice president of marketing.
The primary message is that NatureSweet’s tomatoes have a perfect flavor year-round. The second message is that each tomato is perfect for a particular type of occasion.
NatureSweet communicates on its website about its growing techniques, sustainability efforts, treatment of employees and other practices, Patton said.