The Story Behind Josie's Organics

Josie's Organics is taking the produce department by storm. The woman-targeted brand from Braga Fresh Family Farms offers consumers a trust-worthy organic option across multiple categories... with a great history and story to boot. Rod Braga, president and CEO of Braga Fresh Family Farms, talks to Grocery Headquarters about the benefit of branding in the produce department and the company's namesake brand. Talk about the inspiration of the Josie's Organics brand. Rod Braga: The Josie's Organics brand is based on the Braga family story with my [Rod Braga's] grandmother Josie being the cornerstone and inspiration – she was a real working mom who loved to feed her family vegetables. The fact that Josie's Organics cultivates the land and grows its vegetables using similar sustainable practices as the Braga family did three generations ago, is a huge advantage with consumers because it is real. Consumers – particularly moms – want to share that with their families. Retailers love it too because they have a direct relationship with us; and they receive the warm, approachable, Braga family way of doing business, which is the backbone of our brand promise. What is the brand's message for retailers and consumers? Josie's Organics produce is certified organic. Braga Fresh Family Farms was a pioneer in the organic movement, committing to growing organic produce early on, well before organically grown food was in great consumer demand. For the Braga family, this commitment was easy, because essentially it meant farming pretty much the same way the Braga family farms had been cultivated when they started in the 1920s. With the Josie's Organics brand, this care of raising our vegetables and herbs does not just stop once it reaches the market… it extends all the way to the family table. That is a key difference with our brand and it resonates with retailers and consumers. What products does Braga offer under the Josie’s brand? Josie's Organics currently has more than 20 organic vegetables and herbs in the marketplace. The product line includes:

The Josie's Organics line also includes cauliflower and green onions, which we just launched in mid-January of this year. These product additions have taken off immediately and enhance our line. We are fortunate to be so well received by retailers and consumers alike, and expect to add more products to our line in 2015 due to this reception and market demand.   The brand is designed for women and moms; how does the brand appeal to other shopper demographics? The Josie's Organics brand is targeted directly to women – because it is centered on grandmother Josie, a real working mother. As such, Josie's Organics is all about family and authenticity. We appeal to consumers who are concerned about feeding fresh, well-cultivated and sustainably raised organic produce for their families – this includes dads and even Millennials.