Bakersfield, Calif.-based Cal-Organic Farms, subsidiary of Grimmway Farms, is launching a consumer-oriented organic brand campaign.
The campaign, with a tagline of “Handled with Care,” is the first direct-to-consumer marketing effort it has produced for Cal-Organic, according to the company.
The cornerstone of the campaign is a branded content initiative in partnership with food media network Tastemade, a leader in mobile and social videos about food.
Tastemade, according to a news release, delivers more than 2 billion media impressions each month to millennial and Gen Z consumers.
The effort grew from the company’s research with organic shoppers about a year ago. The research sought to understand how consumers connect organic produce and brand awareness.
“We know consumer preferences around organic produce are both profound and evolving,” Kellen Stailey, vice president of marketing for Grimmway Farms, said in the release.
“After gaining a clearer picture of what those attitudes look like, we felt it was the right time to tell our story.”
Stailey said the research showed brand awareness is already playing a key role in produce departments for organic fruits and vegetables.
“We also got a firm understanding of the aided and unaided awareness of the Cal-Organic brand,” she said.
“When we looked at the various data points, we recognized that our consumers’ behaviors around organic produce consideration, purchase and loyalty are shifting and we needed to address that change.”