UPDATED: Five Crowns takes over marketing for Prima Bella - The Packer

UPDATED: Five Crowns takes over marketing for Prima Bella

02/08/2010 04:06:52 PM
Don Schrack

Courtesy Five Crowns Marketing

In a partnership announced Feb. 8, Five Crown Marketing, Brawley, Calif., markets Prima Bella's Glori Ann line of value-added sweet corn.

(UPDATED COVERAGE, Feb. 9) Brawley, Calif.-based Five Crowns Marketing expects to increase sweet corn sales by more than one million units after forming a partnership with Prima Bella Produce Inc., a Tracy, Calif. company that specializes in developing fresh corn products.

Brawley, Calif.-based Five Crowns Marketing expects to increase sweet corn sales by more than one million units after forming a partnership with Prima Bella Produce Inc., a Tracy, Calif. company that specializes in developing fresh corn products.

Under the agreement, Five Crowns acquires stock in Prima Bella and will market the Tracy firm’s corn.

“With our marketing strengths in the retail and foodservice sectors, the partnership really fit the bill because Prima Bella is so good on product development and packaging,” said Bill Colace, co-owner of Five Crowns Marketing.

Five Crowns has for nearly 30 years marketed corn it grows in the California desert.

New value-added items Five Crowns plans to begin marketing immediately include Prima Bella’s Glori Ann label four-pack for retailers and corn coins, which Prima Bella developed specifically for foodservice, Colace said.

“The Prima Bella corn products will increase our sales quite a bit,” he said. “We’re anticipating the increase will be in the neighborhood of 1.5 million units a year.”

Reaction from retailers has been positive, Colace said.

“The retailers we’ve spoken to are very encouraged because of the service level that Five Crowns brings to the partnership,” he said.

The two family owned and operated companies are not strangers, Prima Bella owner Mark Bacchetti said. Five Crowns has been supplied corn to the company for six years and Prima Bella built a plant at the Five Crowns’ cooling facility in Brawley 1½ years ago.

In addition to corn, Five Crowns Marketing grows and markets melons, citrus, asparagus, head lettuce and romaine.

“All of us at Five Crowns are very excited about this partnership and what it will do for both companies,” Colace said. “I think we’re taking the strengths of both companies and making both companies better.”



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