Disney Garden™
Our Mission To increase the consumption of fresh produce among children
The Disney Brand $34 billion in annual sales Over 98% consumer awareness Brand strength across all age groups #1 Cable network in the world million average total viewers - the largest such audience in cable history #1 children’s web site in the world
Disney Food Strategy Top 10 Rated Best Brand Key Disney Qualities: Innovative, Leader, Trustworthy A Leader in “Better For You” products across the grocery store Theme Park Changes Fast Food Changes
Our Product Strategy FUN and INNOVATIVE! Nutritionally correct Appeal to children and their parents Encourage healthy eating habits and good nutrition Unique items and flavors designed for kids
Growers and Shippers 6 © 2008 Disney/Imagination Farms Carousel Candies Candy Apples Chelan Fresh WA Apples, Pears, Cherries Church Brothers California Vegetables Crunch Pak, LLC Sliced Apples, Foodles Custom Pak/Six L’s Tomatoes, Watermelons Fazio Marketing Champaign Grapes Four Star Fruit USA & Mexican Grapes Hugh Branch Corn, Pixie-Sweet Corn Ito Packing Stone Fruit, Blueberries Kopke Fruit Chilean Grapes L&M Northwest WA Apples, Pears, Cherries Prima Bella Value-Added Corn
Growers and Shippers 7 © 2008 Disney/Imagination Farms West Pak Avocado Avocados Progreso Produce Watermelons, Pumpkins, Mangos Rigby Produce Western Russet Potatoes Seald Sweet Citrus (Imp., TX, FL) Russet Potato Exchange Eastern Russet Potatoes Stellar Distributing Kiwi Fruit Sunwest Fruit California Citrus Turbana Bananas, Pineapples True Leaf Farms Value-Added Vegetables
Product Innovation The Disney Garden Destination of Innovation!
Value Added Varieties Family Size Lunchbox (bags in a clamshell) Quick Snacks –fruit and veggies with dip Veggies and Sauce Foodles Snack Line
Pixie Sweet Items Sweet Corn Rainier Cherries “Champagne” Grapes
My Size Minis Kid-Sized Fruit- perfect for smaller sized appetites Fun, engaging, high- graphic tote bags Winner of i- Parenting.com Excellent Product Award Apples, Nectarines, Oranges, Peaches, Pears, Plums
High graphic packaging
Lug Container
High graphic “High School Musical” PLU stickers* Collectible PLUs
Collectibles Passport booklet within bags Collect multiple PLU’s –Print collectible PLU sheet online –Collect them all to win a prize on
Educate Front of the Bag Nutritional Messaging for Moms
The Food Pyramid and Good Nutrition Nutrition Facts Learn and Win: I-Farms Website Call to Action: healthykids Fun Recopies for Kids! Nutritional Messaging for Kids Back Of the Bag Educate
Animate
Collectible PLU Strategy “My daughter is so excited to see the Disney characters when we go to the grocery store. The first Minnie Mouse peach she had she took the sticker off and stuck it right onto her forehead. She asks for her fruit by character "can we get 2 Plutos, a couple of Minnies and some Mickeys too!" If the fruit is in a bin with non-Disney Garden fruit we need to pick through and make sure each piece we buy has the right stickers on them. She's even gotten her friends to do the same”.
High Graphic POS
I-Farms.com
Retail Success Produce Manager Feedback – “The Disney product was outstanding and kids are really excited about the characters.” – Produce Manager Double-digit sales increases in commodity apple category (West Coast Retailer) Two year double-digit compound sales increase in stone fruit category (West Coast Retailer) Successful Display Contests – 95%+ participation and 60% sales increase vs. previous year during two-week period of contest at West Coast Retailer
Increasing Consumption Bring new, younger users into the category. Establish market leadership with kids and their parents. Provide excitement to the produce department.
Your #1 Choice For Children!