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Grimmway Farms has kicked off a partnership with Giraffe Interactive as the exclusive carrot supplier of The Biggest Loser consumer brand via a launch of an extensive line of baby carrots catering to both retail and foodservice venues alike.
Bowing the new products at the recent PMA Fresh Summit, Grimmway enlisted the support of past Biggest Loser contestants and current Biggest Loser Resort employees Sione Fa (Season 7) and Mark Pinhasovich (Season 10), both of whom participated in the PMA Fit Foundation 5K with Grimmway’s Team Orange and visited with tradeshow attendees during the expo to share personal experiences from their weight loss journeys.
Noting carrots’ healthy cred, versatility and convenience, Bob Borda, Grimmway’s VP of marketing, described the brand partnership as a great opportunity to share those messages “more clearly with consumers and promote fruits and vegetables as part of a healthy diet.”
In fact, connecting with consumers and sharing that health messaging is prominent on the new Grimmway Farms carrot packaging.
Further, a cross-promotional partnership that will run for 14-months will allow consumers to win one of three trips to the Biggest Loser Resorts. Registering for the sweepstakes will be as easy as scanning a Grimmway Farms QR code or visiting the new www.justcrunchem.com microsite, which will also feature health and nutrition information from Derek Johnson, executive nutrition director for Biggest Loser Resorts.
Grimmway Farms will offer the Biggest Loser brand in both private label and its eponymous brand and will work with retailers to customize a program that meets each retailer’s individual needs.
Season 14 of The Biggest Loser debuts in January on NBC.