Kalettes, the Brussels sprouts and kale hybrid, is ramping up its marketing strategy and focusing efforts in the Southeast, targeting PR, social media awareness and digital advertising in hopes to build greater brand awareness.
The new vegetable has had great consumer awareness and seen tremendous momentum in retail and foodservice showing up on menus across the country since its launch three years ago. Kalettes was also featured in Time magazine and the James Beard Foundation blog. The new marketing push aims to increase awareness and boost the fan base.
“We are really pleased with the excitement that has been created around this trendy new vegetable,” said Kraig Kuykendall, sales manager of Tozer Seeds America, the company behind Kalettes. “Our goal is to connect with even more consumers and continue to build brand awareness and influence food trends.”
Kalettes are the product of more than a decade of research by Tozer Seeds, one of the larger family-owned vegetable breeding companies in England. The kale and Brussels sprout hybrid offers a fresh fusion of sweet and nutty, combining the best traits of each of its parent vegetables. Kalettes are not genetically modified and were developed by cross-pollinating Brussels sprouts with kale through traditional methods.
Tozer Seeds has exclusive marketing agreements with select companies to grow and market Kalettes to create a consistent name and brand identity, which would allow consumers to easily recognize this new vegetable. The companies who have entered into the marketing agreement with Tozer for Kalettes are 4Earth Farms, Classic Salads and Ocean Mist Farms. As part of the agreement, Kalettes seeds will be sold by Johnny’s Selected Seeds to small farmers and home growers. Kalettes are available through many foodservice distributors.
Story by: Producenews