Increased distribution following successful launch of GreenVale Farm Fresh Potatoes
After a successful launch period, GreenVale Farm Fresh potatoes, the first branded product from Greenvale AP, one of the UK’s leading potato suppliers, has increased its distribution and is now available nationally in over 600 Tesco stores. The brand has also been listed in 15 Booths stores in the North West.
The increased distribution comes after strong sales in the first 8 months of launch in Tesco where the brand made a real impact on shelf managing to attract new shoppers to the potato category.
The brand is set to raise its profile further with a national marketing campaign incorporating press advertising, PR, in-store and online activity (details later) and anyone on Britain’s roads will not be able to miss the bright, eye-catching new lorry livery which the company has created. Designed in the distinctive GreenVale Farm Fresh bright blue and green, the wording on the lorry exclaims: “I spy with my little eye, something beginning with P…” and includes a visual of the pack.
Head of Marketing for Greenvale AP, Leon Mundey commented: “We are delighted that the response to GreenVale Farm Fresh has been so positive and we are looking forward to our potatoes being available nationally through Tesco stores and Booths. Our investment in the national marketing campaign demonstrates our ongoing support for the brand and will continue to raise its profile further.”
The brand uses the ‘Jelly’ potato variety, which is exclusive to Greenvale, and which has been carefully selected for its buttery flavour and creamy texture and because it is a great all rounder, perfect for boiling, mashing, roasting and baking. They retain their freshness for longer thanks to the company’s expertise in keeping them at their freshest best from field to shelf and its unique paper bag packaging format.
As the only fully integrated potato business in the UK Greenvale AP places great emphasis on understanding market dynamics and the ever changing demands of shoppers and consumers, ensuring that its products and services exceed expectations. GreenVale Farm Fresh potatoes were launched in February after the company’s research clearly indicated a desire for a recognisable brand within the potato category.
Greenvale AP handles 600,000 tonnes of potatoes every year supplying major retailers such as Tesco and Sainsbury’s and key food manufacturers including Birds Eye, McCain, Young’s and Bakkavör. While a significant grower of potatoes in its own right, Greenvale AP also boasts the largest and most diverse grower base in the UK with partners located in all the key potato growing regions of the country, many of whom are growing the Jelly variety for GreenVale Farm Fresh.
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