EL CENTRO, CA - Music is a powerful thing. From provoking various emotions to resurfacing beloved memories, there are endless possibilities when it comes to a good tune. California Grown’s Sound of Good campaign draws on this central component of the human experience, tapping into the power of senses to drive demand for California-grown produce and floral.

“With our Sound of Good campaign, we are harnessing the power of senses to promote year-round California produce, wine, and flowers via interactive video/imagery, recipes, Spotify soundtracks, and beyond,” shared Angie Thomas, Retail Marketing Manager, before delving into the brand’s seasonal strategies. “As we plan for upcoming holiday campaigns, we tend to take a customized approach with our retailers, which includes co-branded shopper marketing programs, promotions, POS, integrated digital campaigns, and more. We have a stellar creative team that will produce on-demand and to spec.”

To back these creative programs, CA Grown will also offer a general toolkit featuring digital images, suggested social media content, and point-of-sale materials that any retailer can utilize to communicate seasonality, usage, health, and more.

“California still grows/harvests numerous items during the holiday season, including seasonal categories such as citrus, pomegranates, kiwi, grapes, and root veg, which are great for holiday cooking and entertaining,” Angie assures. “These campaigns aim to keep CA GROWN specialty crops top of mind and relevant during windows where they aren’t always, including items that are available largely year-round like tree nuts, dried fruit, extra virgin olive oil, honey, and canned tomatoes.”

Further educating consumers on seasonality, California Grown provides a comprehensive list of available produce with its top-line seasonal calendar.

In addition to its Sound of Good and holiday campaigns, CA Grown is also elevating California produce through a partnership with Ag in the Classroom, as well as certain California school districts. Through these alliances, the company will provide the organization and participating schools with CA GROWN resources like content and materials. Expansions to this partnership are currently being explored as the organization seeks to promote all benefits of California specialty crops and agriculture to a wider audience.

Last but certainly not least, California Grown is employing paid digital campaigns and social media content, influencer partnerships, retail programs, and more to educate consumers in light of California Farmer & Farmworker Month.

For more information on these demand-driving campaigns, stop by booth BC-829 during the upcoming Global Produce & Floral Show!