GONZALES, CA - Mann Packing is on a mission. The subsidiary of Fresh Del Monte Produce launches a multi-platform educational campaign to correct the misuse of its Broccolini® trademark. The Real Mann’s Broccolini™ campaign will educate consumers, chefs, and restauranteurs about the trademark status of the term Broccolini® and protect the company’s trademark for its baby broccoli.
“The term Broccolini is more than just a name to us—it’s a symbol of our company’s commitment to quality and innovation,” says Melissa Mackay, Vice President of Marketing, Fresh Del Monte Produce. “We helped develop Broccolini baby broccoli more than a quarter of a century ago as a broccoli and Chinese kale hybrid from an exclusive seed that produces long, tender, and edible stems you simply can’t get anywhere else.”
According to a press release, while some restaurants may advertise that they’re selling broccolini, there is little evidence they are serving actual Broccolini®—the trademark for that proprietary type of baby broccoli created over 25 years ago by Sakata Seed Company.
“While this campaign is intended as an educational opportunity to remind the foodservice industry that our product name cannot legally be used generically, we are serious about protecting our trademark,” explains Mackay. “It’s important for consumers to understand the Broccolini difference and know that the name matters. If restaurant menus are not accurately referring to the product by name, it can be misleading to customers who expect a certain level of flavor and quality.”
PR, advertising, and social media programs, among many other activations, will support The Real Mann’s Broccolini™ initiative.
Keep reading ANUK for the latest in fresh produce news.
