- by John Groh | July 30, 2020
While Pure Flavor’s snacking line has been in place for many years, the company has seen a significant uptick in demand over the last five to seven years, and it expects that growth trend to continue.
Chris Veillon, chief marketing officer for the Leamington, ON-based greenhouse vegetable grower, said Pure Flavor offers a variety of snacking items that feature its proprietary tomatoes, cucumbers and peppers, and continues to add organic options of the snack packs to its existing line of conventional offerings.
“The value-added items are gaining in momentum at retail due to their unique format of product type and size,” he said. “Today’s busy consumers are looking for quick items they can grab and go.”
The items in Pure Flavor’s snacking line have certain characteristics that make them stand out, according to Veillon, such as variety, focus on flavor, format friendly with convenient pack sizes, and being healthy and nutritious.
“We offer an extensive variety in the program to choose from,” he said. “All of these items are packed with energizing vitamins and minerals, are sustainably grown in a controlled greenhouse environment, and are NON GMO Project Verified. The snacking items are the ideal combination of energy and enjoyment that allows you to live life to the fullest without sacrificing flavor.”
Veillon went on to explain that Pure Flavor continues to evolve and is more than just a greenhouse grower.
“Pure Flavor is no longer just a vertically integrated vegetable company, we are a brand that fuels healthy lifestyles with the products grown by our family of growers throughout North America. Our snacking program is built on quality, flavor and, of course, ‘snackability’. It is part of our ‘Live Deliciously’ brand strategy of growing vegetables that fuel healthy lifestyles.”
Taking it a step further, Veillon said there are three brand pillars behind Pure Flavor marketing strategy: Gain Pure Energy, Seek Pure Living, and Feel Pure Enjoyment.
“With Gain Pure Energy, the goal is to help you fuel your action-packed life with quality ingredients,” he said. “With Seek Pure Living, we want to help your family make healthy choices. And with Feel Pure Enjoyment, we’re saying that your life is not boring, and your food shouldn’t be either. We need to create more mouthwatering moments with our products.”
Pure Flavor believes it is imperative to engage with its customers and provide as much information as possible for the items it markets, and that is no different with the snacking line. “We take an Omni-channel approach to create a consumer connection that is relevant and engaging,” said Veillon.
That approach includes targeted promotions for the different demographics of its consumers, ranging from youth to millennial to Gen X to Boomers. All promotions are tied together with a special landing page (https://ift.tt/2PdoA0t) that Pure Flavor refers to as “Snacking Central” and that is entirely dedicated to providing information on all the snacking items it grows and markets.
Aside from the landing page, Pure Flavor employs a heavy social media presence and various community outreach programs to help connect with consumers.
For example, its Mini Munchies line of vegetable snack packs feature four-ounce snap seal bags with mixed veggies and 12-ounce breakaway tomato cups with a kid-friendly character theme that promotes snacking as fun, healthy and nutritious, and are geared toward kids and millennials. The Snack+ line is similar, but with larger pack sizes. Promoting to these demographics includes Instagram, YouTube and Twitter, and community events such as Adopt-A-School and a PureKids Triathlon series.
With older demographics, such as Gen X and Boomers, similar tactics are employed, but additional social media outlets, such as Facebook, are used, and in-store promotions and product demos are more targeted to these groups.
Regarding the current coronavirus pandemic that has upended daily life, Veillon said Pure Flavor has seen increased demand for its snacking items that are pre-packaged in resealable packages and containers, and he sees no change in the near future.
“As kids return to school this fall in some way, parents will be returning to schedules that are not only active, but hectic,” said Veillon. “What won’t change is the active lives kids live 24-7-365. That means they need healthy fuel to power through the day. Healthy snacking should continue to increase now more than ever to ensure kids get the nutrition they need. We are ready with products and formats your family’s needs.
“All items that are snack size should see a bump with the return to school given the need for healthy lunch box snacks,” he added. “Greenhouse-grown vegetables are removing the seasonality of products, which is creating a larger assortment of choices. The future is indeed fresh friendly."
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