TEMPLE, PA - This will be my first time at the Southeast Produce Council's (SEPC) Southern Exposure, and I’m already gearing up for who and what I want to see. On the list is Giorgio Fresh, whose new packaging I’m dying to see. I spoke with Greg Sagan, EVP Sales and Marketing, to learn more.
“Consumers are at the core of everything we do, and when it came time to a refresh, we really thought hard about our consumers and what they want,” Greg began. “Consumers are looking for simplicity: our labels have a cleaner look with this refresh. We wanted to make it easier for the consumer to shop, and we accomplished that through color coding by segment. Additionally, the names of the mushrooms are more prominent in the label—making it clear and easy to see.”
Giorgio redid the packaging for its white, brown, and exotic mushrooms as well as its organic line. Greg explained to me that the company’s long-time retail customers like the new bold look and brighter colors.
“They appreciate the added ease to the consumer that helps them see exactly what is available on the shelf,” he explained to me.
With its 90th anniversary under its belt, Giorgio has doubled down on its mushroom offerings. In the past year, the company launched BLENDABELLA—a portabella tapenade—and Savory Wild—a portabella jerky. It also launched a new, consumer-focused website that offers a taste of what they want: how to make mushrooms as tasty as possible!
“Mushrooms are a recipe-centric item, so we want to give consumers great access to recipes,” he said. “We will continue to build up our recipe arsenal each month.”
A mushroom recipe arsenal? Sign me up!
Be sure to visit the folks over at Giorgio Fresh—booth #1311—to see the new packaging for yourself!
