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    Cal Tree Fruit, Fresh Express Download Lyrical Joint Promotion

    Reedley and Salinas, Calif. -- The California Tree Fruit Agreement (CTFA) and Fresh Express, the pioneer in fresh salads, announced a new store-level collaborative promotion called "Music to Your Ears," that promises to hum come summer.

    Reedley and Salinas, Calif. -- The California Tree Fruit Agreement (CTFA) and Fresh Express, the pioneer in fresh salads, announced a new store-level collaborative promotion called "Music to Your Ears," that promises to hum come summer.

    The joint promotion will provide consumers with free iTunes music downloads, with the purchase of fresh California peaches, plums, and nectarines, along with Fresh Express complete salads and kits during the months of June, July and August at participating retailers.

    The promotion is backed by an aggressive POS effort including free fresh summer salad and fruit recipes available in-store, as well as aisle posters, ceiling banners, salad case channel strip wobblers and produce display cards.

    "The 'Music to Your Ears' cross-promotion with Fresh Express and iTunes is the first of its kind, like an updated version of the toy in the cereal box," said Blair Richardson, president of CTFA, the marketing order representing fresh California peaches, plums and nectarines. "The iTunes demographic is expanding and is a perfect match for both California peaches, plums and nectarines and Fresh Express salad mixes. It gives consumers an added reward for enjoying healthy food."

    When consumers purchase three pounds of California peaches, plums and nectarines with any two Fresh Express Complete Salads or Salad Kits, they will receive three free songs from the iTunes Music Store. Each qualifying purchase will be recognized electronically and notification of the reward and instructions for redemption will be provided via the Catalina Marketing system.

    Retailers not using the Catalina Marketing system will offer qualifying consumers encoded gift cards through a customer service desk.

    CTFA will also feature a solo iTunes retail loyalty promotion based on qualifying purchases called, "Turn Up Your Volume," which will focus on California peaches, plums and nectarines.

    The California Tree Fruit Agreement administers marketing order programs on behalf of California's 2,000 fresh peach, plum and nectarine farmers. Originally established in 1933, CTFA includes the Peach Commodity Committee and the Nectarine Administrative Committee, both federal programs, and the California Plum Marketing Board, a state program.

    Fresh Express, a retail fresh-cut category pioneer, operates from nine processing and distribution facilities throughout the country.

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