The new Peelz mandarin brand received a high-profile introduction to commissary shoppers recently, with stores featuring the fruit as part of a one-week display contest.
“Fowler Packing has been an ongoing supplier of ours, and we’ve enjoyed the relationship that’s developed over time,” said Jared Waterfield, marketing director for Military Produce Group. “When they approached us with their concept for the Peelz brand, we were excited by what they had in mind. I had a fantastic opportunity to tour their facility with our procurement director Mike Downey, and we were impressed with their operation.
“At the same time, the Defense Commissary Agency was discussing contest potential with the Peelz team and decided on mandating the contest in their stores,” Waterfield said. “Once they shared their marketing material with us for display at retail and discussed the contest idea they had, we felt it was a great chance to help kick off the brand by creating some store-level enthusiasm.”
Instructions for the contest were to build an eye-catching display, use the supplied point-of-sale material, keep the display up for a week, and submit a photo to Fowler Packing.
“There is plenty of recognition for other mandarin brands in the marketplace, so getting our customers to sample the product and become familiar with Peelz was key,” Waterfield said. “The large displays and high-graphic signage helped draw in the consumer, piquing their interest and curiosity.
“The sampling events captured those who were still skeptical, convincing them of the same great quality they’ve come to expect from the California mandarin season,” Waterfield said.
Fowler launched the Peelz brand in September. Previously, since 2013, the company had been packing mandarins under the Halos brand in partnership with Wonderful Citrus.