Broccoli? OK, Mr. President, we believe you

07/26/2013 09:15:00 AM
Chris Koger

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The news that the Campbell Soup Co. plans to introduce more than 200 products in the next few months surely has retailers’ heads spinning.

Can you imagine the meetings that are going on with retailers and their contacts with the soup giant? Where to put all this stuff?

It seems that new offerings won’t be limited to the soup section — reports included mentions of Goldfish cracker-enhanced mac and cheese and Thai Ginger infused broths.

That includes the produce aisle, because of its 2012 purchase of Bolthouse Farms.

Campbell’s plans to “pour more marketing” into the Bolthouse division, which includes fresh carrots, juices and salad dressing. The company didn’t elaborate on the specifics, whether new products and new marketing campaigns are on the way.

It’s been three years since Bolthouse unveiled its “Eat ’Em Like Junk Food” campaign that sought a head-to-head competition with candy bars, chips and other vending machine staples.

It was an ambitious campaign with a goal of up to $25 million in spending (inviting other carrot marketers to join the fight).

Bolthouse even released an app — a game that featured baby peeled carrots as fuel in a wacky shopping cart race — and Halloween-themed snack packs designed for trick-or-treaters.

It will be interesting to see if Campbell’s will dust off that campaign and run with it. Bolthouse laid the groundwork. Will the company expand it past baby peeled carrots?

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Here’s another example of how demand for locally grown product continues to encroach in more areas of our lives: Live Nation, the world’s largest promoter and amphitheater operator (according to Hollywood Reporter) has made arrangements with growers to supply more than three dozen venues with locally grown food.

It used to be the best bet for such an offering was the burritos and brownies sold by Deadheads in the parking lot before/after a show.



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AK    
July, 29, 2013 at 05:13 PM

REALLY?! For crying out loud, what a piece of partisan garbage. The Obama administration is doing more for the produce industry by encouraging healthy eating than any president in recent history (as a school kid, I remember ketchup was considered a vegetable - go Reagan! I am sure you'd hop right in line to support that nonsense) and you will only begrudgingly accept its help, getting a few jabs in on the way out. Disgusting.

Chris Koger    
July, 29, 2013 at 05:28 PM

Whoa, hey now. If you read through the first paragraphs you'll see that I said just exactly what you're saying: " ... the pervasive message from the White House should be commended by the industry at every turn, and this public endorsement of broccoli is just the tip of the iceberg. The first lady’s Let’s Move initiative has engaged the industry like no other previous administration’s program that I can remember." "The Obamas are not only putting political muscle behind the fight against childhood obesity, they’re inviting the industry to pitch in." By the way, this isn't the only time I've given kudos to the administration's efforts. I've even urged trade industry organizations to invite Michelle Obama to speak at their conferences. Chris Koger

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