Apio Converts GreenLine® Brand to Eat Smart® Brand for Retail
GUADALUPE, CA – Starting in March, Apio will convert all products sold under its GreenLine® brand to its Eat Smart® brand. The transition is expected to be completed by August 2016.
“Our decision to convert our bean products to the Eat Smart brand in retail stores is being driven by both the favorable results from our online marketing and social networking programs and requests from our customers to deliver all our products under the Eat Smart brand,” said Anne Byerly, Vice President of Innovation and Marketing.
The GreenLine label will continue to be used in foodservice, as it is “highly recognized and valued by foodservice operators,” the company said in a press release.
Apio’s acquisition of GreenLine in April 2012 has helped grow its market share of the total value added vegetable category to 24% in North America.
“We recently completed our second online consumer and social marketing program in the last 12 months which was focused on Eat Smart branded products,” Byerly continued. “This geo-targeted program was conducted for a three month period in the Eastern United States and Canada and delivered a 21% sales lift in retail grocery, repeating the results that we experienced during the first program. In addition, major customers have requested that we merge the two product offerings under Eat Smart to deliver a more consistent on-shelf experience.”
The fresh-cut provider said that it will continue to focus on innovating new Eat Smart products that are healthy, delicious, and convenient.