KINGSVILLE, ON - The more you know, the more you grow.

So many meanings, so little time, but it’s fair to say these words carry a different weight for those in the produce industry, and Mucci Farms is taking the phrase to the next level. Launching a brand new podcast, Spill the Greens, the grower-turned-broadcaster is joining a new wave to bridge the gap between greenhouse operations and those looking to buy, sell, and eat from them.

“We hope this show will be of great value not just to consumers, but especially the thousands of supply chain staff from farming to retail,” Ajit Saxena, Public Relations, Digital Marketing Manager, and now Podcast Host, explains to me. “With every generation taking a greater interest in where their food comes from, on-demand access to information especially in a modern form of communication, will equip retail staff at all levels with additional tools to better serve their customers.”

Ajit brings more than a passion for greenhouse growing to the table, as Director of Marketing Emily Murracas shares.

“Prior to joining the produce industry, Ajit actually spent six years in radio broadcasting, which made him a perfect fit to take on this next venture of marketing for Team Mucci,” Emily says.

With knowledge of the ins and outs of how to craft a show that not only industry insiders will want to listen to, but consumers as well, Emily and Ajit point out that the launch was important but timing and messaging were key.

“We’ve been working on this project for several months, and had originally set a launch date for later this year,” Emily tells me. “With the current circumstances moving everyone online more than ever before, it made sense for us to expand our digital presence as the times demand.”

Ajit agrees, explaining that this is the perfect time for the show to answer the need that inspired it in the first place.

“The main purpose of the show is to fill a much-needed gap in the greenhouse farming industry—education. As successful as the greenhouse industry has been and continues to be, there is immense room for growth across the continent and within produce departments. Spill the Greens will serve as an educational component that explains how we do what we do, but most importantly, all the health, environmental, and sustainability benefits of greenhouse-grown products,” Ajit reflects.

Mucci Farms is already well versed in crafting an eye-catching brand, with plenty of accolades to prove it, so I was curious how the team sees podcasting from a marketing standpoint versus more traditional produce methods.

“From a branding standpoint, the most unique advantage of podcasting is that you have an intentionally captive audience for your content,” Ajit says. “When users subscribe to a podcast, they are voluntarily choosing to consume what is being offered, which creates a high quality and attentive audience. This allows us to strengthen not just our company, but also our retail partners because we are able to offer their teams access to long-form discussions with full context, about all things greenhouse grown.”

This, Ajit shares, will also aid your front-line staff in being better informed when answering shoppers’ questions or setting up the department, helping bring the craft back to the trade from the farm to the store.

With his background in the arena, I asked Ajit what he observed that spells success for a podcast.

“People connect with people far better than organizations, so I’ve found that as important as information is, it’s even more so to be real and avoid being overly scripted,” Ajit answers. “Building customer loyalty, more often than not, means you have to be more than a logo or a package. We want people to know who Mucci Farms is, not just what Mucci Farms is, and this was a way for us to showcase our team of competent, dedicated professionals.”

In addition to a complementary blog on their website for each episode, Spill the Greens will feature exceptional members of Team Mucci sharing their knowledge, expertise, and stories of all the amazing work they do to ensure that shelves are stocked with fresh, flavorful, greenhouse-grown produce.

Subscribe on your favourite pod catcher and be ready for the show’s debut Tuesday, August 18, featuring Mucci Farms’ Chief Executive Officer Bert Mucci!

Mucci Farms