2025 Besties Celebrates Fowler Packing Company for Best Alternative Marketing Campaign; Kiah Ruvalcaba Discusses

MONTEREY, CA - Amid our industry’s natural color scheme of blues and greens, there is a brand leaning into the neon palette, grabbing attention and making healthy food fun. When it comes to the Best Alternative Marketing Campaign, a sample of the strides made by the 2025 Besties Winner, Fowler Packing Company, can be found in a sizzle reel. But to dive into the company’s unique marketing flavor, I needed to sit down with Vice President, Marketing and Business Development, Kiah Ruvalcaba.

“Thank you so much. We’re incredibly excited and honored to win. We’re intentional with every creative decision we make, so it means a lot to know it’s being noticed,” Kiah said.

With an approach that lasts far beyond scrolling through business and influencer videos, I had to ask, first and foremost, about strategic execution.

“Driving success for our retail partners while staying plugged into culture, consumers, and building a real connection with the Peelz^® brand shaped every part of our strategy,” Kiah explains.

A key to grabbing the attention of the buyer and consumer sides alike is being true to the zesty personality fueling Fowler on a daily basis. The challenge companies in fresh produce and beyond often face is ensuring that culture translates successfully in the digital landscape.

“We bring humor and humanness into everything we create,” Kiah reflected. “We show up in the places people are already paying attention—at the grocery store, on screens, and in culture. From the Road Tour and NFL partnerships to influencer content and social campaigns, it’s all about meeting people where they are and making Peelz impossible to ignore.”

With an intent to disrupt the category and simultaneously connect with shoppers, the data supports the trajectory Fowler Packing is taking. From both its branding and partnership choices, the company not only has the numbers but is ensuring it supports retail partners.

“A big component of supporting retailers is leveraging their own platforms,” Kiah explained. “We always have the retailer in mind. We want to make their jobs as easy as possible, meaning we want consumers to be thinking about Peelz before they ever walk into a store, and help create that category and product awareness in everyday places.”

Thank you to our Besties Committee for your time, dedication, and insight. Your contributions are deeply valued. Each year, our team compiles the Besties ballot with nominations across all award categories, and our committee votes to determine the winners.

This year, the committee voted on every category except Snack Storyteller, Retailer of the Year, Best Marketer to Work With, and the Lifetime Achievement Award—four honors selected by our leadership team due to their special significance.

Continue to keep an eye on AndNowUKnow for details on the disruptors highlighted with our annual awards.