WASHINGTON, D.C. - Costco is moving in a new direction to promote fresh produce embarking on a recent partnership with Equitable Food Initiative (EFI), to run a two-week promotion in California, Oregon, and Washington. The campaign is designed to build awareness of the Responsibly Grown, Farmworker Assured® and encourage consumers to purchase EFI-certified fruits and vegetables at participating Costco locations. The promotion will run through July 5 to ensure that consumers are making the most of summer’s produce bounty.
“What’s good for farmworkers provides benefits to the entire supply chain, which is why we support the EFI program,” said Jeff Lyons, Senior Vice President for Fresh Foods at Costco Wholesale. “Improving conditions in the field and fully engaging farmworkers in the ways that EFI does helps to deliver a safer and better product for our members.”
As one of the founding members of EFI, Costco has paid more than $6.5 million in bonuses to farmworkers through the EFI program.
“From the beginning Costco has been a strong partner for EFI, supporting safer and healthier workplaces for farmworkers, which is why we’re excited to educate shoppers on the meaning behind the EFI label and Costco’s commitment to worker and food safety,” LeAnne Ruzzamenti, Director of Marketing and Communications for EFI, said in a press release. “To further this important message, EFI will donate sun protection equipment to field workers for purchases made during the promotion.”
The campaign will include outreach to online bloggers, influencers, and editors, and an online consumer contest that encourages Costco customers to take and post photos of EFI-labeled produce with #GrowtheGood. The promotion will also feature a Facebook Live segment hosted by author, dietitian, and food blogger, Sharon Palmer. Palmer will be at the Marina del Rey, California Costco warehouse on June 27 at 6 p.m., where she will interview participating EFI-certified growers and showcasing participating EFI-labeled products.
Participating EFI-certified growers and products include:
- Alpine Fresh - French beans
- Andrew & Williamson/GoodFarms - strawberries
- Houweling’s Tomatoes - tomatoes and cucumbers
- Keystone Fruit Marketing - Walla Walla onions
- Windset Farms - tomatoes and cucumbers
Will the new promotion make fresh fruits and veg this summer’s hottest food trend? AndNowUKnow will keep you posted.
