Handy Candy LLC is using social media to promote its namesake grape tomatoes, with Facebook and Twitter accounts, along with an e-newsletter.

The company, formed by Birmingham, Ala.-based Flavor Pic Tomato Co. to market the 4-ounce convenience snack packs, plans on social media to build the brand by strategically aligning the product with distribution and retail partners, according to a news release.

Total Franchise Systems, Nashville, Tenn., which specializes in brand development through an emphasis on social media, is working with Handy Candy on the new initiative.

"Our company knew that we had put the time and energy into the development of the packaging and finding the very best product to bring to market, but it was time to give Handy Candy a marketing boost that has paid off," Rick Murrah, vice president of sales for Flavor Pic, said in the release.

A network of growers across the country grow and pack the Handy Candy brand tomatoes, including Wimauma, Fla.-based Tomato Thyme Corp., which recently joined the group.