Parameters

Create a marketing plan that includes multiple commodities

Ensure that proposal can transcend product lines and be applied to additional commodities

Kale

Recent agricultural boom has centered around kale and other superfoods

From 2007 to 2012 US kale production increased 57%

250+ kale products currently on the market

Juicing and Blending

Major driver in kale sales

Searches for kale recipes have nearly quadrupled in the last two years

Oprah Winfrey, Bill Clinton, Beyonce, Jennifer Aniston, Gwyneth Paltrow, etc.

Value-Added Produce

Consumers pay a premium for convenience and versatility

Kale has become a value-added star

Consumption and usage of kale predicted to rise over the next 5 years

Competition

Packaged Produce Juices

Weaknesses

Packaged Produce

Consumers must find their own way to use ingredients

Food must be weighed to find exact nutritional facts

Juices

Bottled juices lack the fiber found in shakes

Healthy live enzymes are lost

Preserving agents detract from all natural positioning

Pasteurization

Business Proposition

Nutritious packaged blends of kale, apples, and carrots

3 individual packs with each pack giving accurate nutritional benefits

Selling price of $8.97 per unit

Convenient and versatile

No nutrition lost

All natural

Goals

Achieve $16 million in total sales revenue in year 1

Gain entry into 500 stores throughout California in first year

Increase availability to 750 stores by end of year 2 with sales extending into PNW

Increase sales revenue by 50% during second year

Tactics

Reach consumers through brand awareness product education, and sampling demonstrations

Trade shows, food blogs, and athletic events

Radikale recipe contests

Social Media

Monitoring and Measurement

Assess the accuracy of revenue projections through sales data

Use sales data to assess which geographical areas and demographics are most promising

Monitor social media trending and mentions

Additional Information

Projected unit and packing costs for ingredients are $1.68 and $0.70 respectively

Promotional expenses are $200,000 divided between product merchandising, social media management, event sponsorships, and product giveaways

Fresno State Agriculture Marketing

Team

Ross Denice Jacob Vazquez Lexa Freitas

Jason Oh David Jaime Kari Ball