Print, digital and retail promotions such as grocery cart ads, weekly circulars, social media campaigns, shoppable ads and more will be used to spread the word about the Sunshine State’s juicy red strawberries.
Sun World International has added eight importers to its panel of 28 companies that hold a license to distribute and market Sun World’s full line of proprietary grapes.
Fresh produce representatives recently met with Prime Minister Justin Trudeau to voice concerns and emphasize industry initiatives.
The commission says the new direction is "focused on the California brand with an emphasis on targeting and investment efficiencies,” which also included the hiring of an in-house marketing manager.
While CPMA supports improved data collection and a Grocery Code of Conduct, it has “significant concerns” with potential discounts, price freezes, price matching and the development of a Grocery Task Force.