California Giant sees traceback traction with shoppers
July 11, 2017

Watsonville, Calif.-based California Giant is seeing more virtual visits to its farms in response to its Follow Us to Our Farm marketing program.

Since March, shoppers can use a 16-digit code on berry clamshells to trace the fruit back to its origin. When a shopper enters the code, he or she also enters a drawing to win a monthly $100 cash prize.

Since the beginning of the campaign, thousands of consumers have used this function, according to a news release. When they do, they see where the berries were grown and can view video content about the farmers who grow them. Recipes are also provided.

The traceback function was implemented for food safety use several years ago.

“The campaign increases awareness of our item-level traceability program and captures demographics of those purchasers as we tell our story straight from the farm,” vice president of marketing Cindy Jewell said in the release. “We connect with shoppers as they are purchasing our brand and begin building loyalty immediately with the additional information found on the traceback page.

“If they weren’t already a fan, they become one once they enter the contest, connect with a farmer and taste our berries,” Jewell said.

California Giant has received positive feedback from shoppers, with some calling or emailing to thank the company for the information, according to the release.

The consumer drawing promotion continues through September.

The Packer