Los Angeles-based Giumarra Cos. has launched a California-grown kiwifruit co-branded with Thx!, a social impact program.
The launch is available in Nature’s Partner-branded consumer pack clamshells in select club stores and grocery retailers in the western U.S., according to the company.
Giumarra said the collaboration with Thx! offers shoppers an opportunity to enjoy fresh green kiwifruit while directly supporting farmworker dreams.
“Our team is impressed by the personalized farmworker stories and exceptional engagement achieved by Thx! co-branded products, with over 15,000 scans per month,” Megan Gorgisheli, vice president of marketing administration and brand for Giumarra, said in a news release. “To support the program’s success, we have developed a comprehensive marketing toolkit for our retail partners featuring customizable signage and digital content to drive shopper interest.”
The initial launch features a Thx! sticker highlighting Nicolás, a farmworker whose dream was buying a computer to help his grandchildren with their homework. The Thx! sticker shows how his dream is made possible through consumer purchases of the kiwifruit, and shoppers can see the tangible impact of their support by scanning the sticker’s QR code, the release said.
Giumarra said it plans to expand into new markets and feature additional farmworkers in the future.
“We are eager to roll out Thx! programs to even more retailers in 2025 and greatly value this new partnership with Giumarra in helping us achieve our goal of fulfilling more farmworker dreams,” said Martin Casanova, Thx! chief dream maker and co-founder. “I make a habit of speaking with shoppers in store as they pick up a product, and it never stops moving me to see their reactions when they realize the real impact they’re making just by choosing Thx! co-branded products. I’m excited to start doing this with Giumarra’s kiwifruit.”
