J&J Family of Farms Launches Retail Marketing Program

J&J Family of Farms is implementing a retail marketing program that includes consumer-friendly packaging, point-of-sale materials, customized promotional campaigns and a consumer-based web site. “We recognize that developing a retail marketing program is not a one-size fits all strategy,” says Brian Rayfield, vice president of business development. “Therefore, we have customized our offering to capitalize on the retailer’s own marketing initiatives with online coupons and loyalty card programs as well as point-of-sales materials with high-graphic bins.” J&J is rolling out a high-graphic Kraft box that features the new J&J Family of Farms logo and is 100% recyclable. The box will be 20% more durable to prevent collapsing and is 10% larger than the standard box size. In addition, the company will also be introducing new colorful graphic bags for whole peppers in both a 6-count family pack and smaller 2-pound “grab and go” sizes. A consumer-based web site will launch this spring that will provide nutritional information, recipes, storage tips and a meet the growers section. The web site URL will be featured on all bags and point-of-sale materials. “We have recently been analyzing both national and retailer-specific sales data for the pepper category and this information has been useful in providing our retail customers with key merchandising, pricing and promotional tips,” says Rayfield. “Our goal is to continue to add value in developing long-term retail partnerships.” J&J Family of Farms will be showcasing its marketing materials at the Southeast Produce Council’s Southern Exposure Expo in Orlando, Florida on February 28.