FRESNO, CA - From a national and motivational campaign to a new look across its offerings, Fowler Packing is ensuring that it maximizes its strategic gusto and is putting all on display at the International Fresh Produce Association’s (IFPA) coming Global Produce & Floral Show (GPFS).
“At IFPA, Fowler will be unveiling our Peelz Citrus brand refresh, which includes bold new packaging and a vibrant brand identity. We’ve modernized our look, incorporated a more lively color palette, and significantly reduced plastic in our packaging—keeping sustainability front and center,” Kiah Ruvalcaba, Director of Marketing, recently shared.
With its full product suite on display alongside elements of its marketing campaigns and brand partnerships, the company has plans in place to make its booth a memorable experience for buyers.
“We’ll be serving citrus-inspired cocktails and desserts, and we’ll even have a photo booth area. It’s a great opportunity to see what’s new with Peelz and learn how we’re innovating in the citrus category,” Kiah said. “We don’t take ourselves too seriously, and our booth is full of fun! If you're attending IFPA, come stop by for a fresh take on produce, a lively atmosphere, and enjoy some light-hearted citrus fun. We love what we do, and we think you’ll see that in every aspect of our booth.”
An exciting glimpse at the reach of the company’s campaigns can be found in Peelz's official citrus partnerships with four NFL teams: the Kansas City Chiefs, Miami Dolphins, Atlanta Falcons, and Detroit Lions, as well as two top College Basketball teams, the Duke Blue Devils and Memphis Tigers.
“Our strategy centers around showing up in key markets and connecting with the community through experiences, which we know people value deeply. Sports, in particular, offer a powerful avenue to engage consumers in fun, memorable ways,” Kiah explained. “These partnerships are designed to build brand awareness while creating unique interactions, like in-stadium activations and trigger events where fans could win a free bag of Peelz.”
Additionally, Peelz’s road tour truck will be at major games to offer fruit sampling, interactive games, and coupon distribution—all part of a broader localized marketing strategy that includes a fitness partnership with Planet Fitness and the Peelz road tour to connect with people across the country.
With its California citrus season kicking off in November, the show is the perfect gateway to partnering with Fowler.
“Retailers and buyers looking to prepare for the season should act now,” Kiah advised. “We are nearing the end of our 2024 Samsons grape season, which means that on top of coming California citrus, this is also a key time to plan ahead for grape programs in 2025.”
With fresh offerings, exciting marketing strategies, and a history of making working in fresh fun, be sure to get to know the Fowler team and save booth #B3861 among your “must-visits” for GPFS!
