An integral part is the “meet the growers” program where growers and their families visit retailers and interact with customers.
“It’s been a huge driver of the partnerships with our customers,” Russell said.
Samplings at retailers also are an important part of the program.
Russell said he didn’t view other melons in the category as competitors. Instead, he sees other sweet snacks as their rivals.
If he can provide a child with a treat as tasty as a Lemonheads hard candy but with much better nutrition, Russell said he knows he has a winning combination.
“When we do meet the growers, we see children as the driving force,” he said.