Grimmway Farms campaign to highlight baby carrots

Bakersfield, Calif.-based Grimmway Farms has launched a nationwide "I Love Baby Carrots" campaign targeting grocery retailers and shoppers that will promote the health and nutritional benefits of baby carrots. The campaign, which runs through October, tells the multifaceted story of baby carrots through social media, brand ambassadors, and local and trade media, according to a news release.

Grimmway Farms said it will promote the campaign online through the #ILoveBabyCarrots hashtag on Instagram and will highlight the campaign Wednesdays through Oct. 9 on Instagram at @GrimmwayFarms.

“Grimmway has been known for our delicious baby carrots since we first introduced them to the market nearly 30 years ago,” Eric Proffitt, Grimmway Farms executive vice president, said in a news release. “This campaign is an opportunity for us to help retailers tell the complete baby carrot story — from the inception of the category, to how they are grown and processed, to the convenience and nutritional benefits they offer to kids and families.”

Proffitt said while baby carrots have been synonymous with eye health, other benefits include increased antioxidant protection, reduced inflammation and improved heart and skin health. Grimmway Farms said research presented at the 2024 American Society of Nutrition annual meeting found that eating a single serving of baby carrots just three times a week can increase skin carotenoid levels by more than 10%.

“Generations of families have long enjoyed the health benefits and convenience of baby carrots, whether as lunchbox snacks, paired with dips, or incorporated into recipes,” Proffitt said. “We’re excited to share all the reasons why even more shoppers should fall in love with them too.”