FRESNO, CA - With a commercial debut on the books, Fowler Packing is excited to jump into the upcoming Global Produce & Floral Show. The supplier’s Peelz brand plays a large part in its show strategy, Kiah Ruvalcaba, Vice President of Marketing and Business Development, shared with me in the lead-up to the event.
“Debuting our Peelz commercial at the State of the Industry felt like the perfect way to kick off the California citrus season,” she said. “It’s rare to have the entire industry in one room, and we wanted them to be the first to see what we’ve been working on. Streaming plays a significant role in how we’re connecting this year; it allows us to show up in a way that’s bold, fun, and built to last. We’ve always believed that produce marketing can do more than inform; it can make people feel something. This campaign does exactly that. We won’t spoil it, but trust us: nothing Peelz better.”
In addition to the commercial, Fowler Packing is ensuring excitement for the citrus category carries through the entire show.
“This year, we turned our booth into Peelz Mart. It’s a space that feels more like stepping into a neighborhood, bodega-style store than a typical trade show booth,” Kiah shared. “Inside, visitors can explore Peelz-themed products, scratch lotto tickets for exclusive merch, snap a photo, and enjoy a Peelz-inspired cocktail. Of course, our full citrus lineup takes the spotlight. It’s a fun, interactive way to bring the brand to life and create real moments of connection on the show floor.”
The brand has always utilized out-of-the-box thinking to its strategic advantage.
“Peelz has never looked at citrus as just another piece of produce,” Kiah noted. “We’ve always believed in adding personality, creativity, and energy to a category that’s often overlooked. Combined with consistent execution at every stage of the supply chain, Peelz offers shoppers a brand they can feel connected to and retailers a partner they can rely on with confidence.”
As Kiah told me, the value proposition Fowler Packing delivers to its retail partners is simple.
“At the end of the day, Peelz makes citrus simple to shop, easy to sell, and hard to ignore. We build our programs around real shopping habits, ensuring they align with what people actually do in the aisle. By combining those insights with a brand shoppers already recognize, we create programs that truly connect. For buyers, that translates into a brand with built-in demand, stronger in-store pull, and promotions that actually perform. When citrus is fun, relatable, and recognizable, everyone wins—including the category,” she concluded.
To experience the Peelz Mart yourself, be sure to stop by booth #3483.
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Fowler Packing Company
Established in 1950, Fowler Packing Company was founded by Sam Parnagian after his return from service in World War II.…
