CASTROVILLE, Calif. (May 28, 2019) – Ocean Mist Farms, the leading grower and marketer of fresh artichokes, is excited to announce the results of its Reach for the Gold promotion designed to reinforce its brand position as the Gold Standard in artichoke production to both trade and consumer audiences during the peak spring season.
Rather than a traditional sweepstakes approach, the Reach for the Gold campaign uniquely leveraged weekly email trivia with the brand’s existing database of over 63,000 shoppers that strategically included four key areas of brand messaging: family farming legacy, growing region, sustainability and meal inspiration to truly engage them in educational content for an opportunity to win. In addition, mass brand awareness was generated through both social media and advertising campaigns that drove visitors to a new Reach for the Gold webpage, which informed visitors about how Ocean Mist Farms is committed to upholding the gold standard in artichoke production.
To directly benefit trade partners and incentivize foot traffic to their stores, 10 participating retailers were supported through an individualized social media ad campaign reaching their specific communities with details about Ocean Mist Farms’ gold standard artichokes being on-shelf. Furthermore, each of these partners also received email marketing support targeting the brand’s shoppers who identified themselves as frequenting that specific store. Shoppers could easily locate Ocean Mist Farms artichokes on the shelf by way of new, on-pack messaging that included a gold standard sticker on clamshells and a gold standard petal insert on bulk artichokes.
In response to the brand’s ongoing collection of shopper preferences that indicated typically two or four artichokes are purchased at a time, this spring Ocean Mist Farms launched a new 4-pack clamshell with size 30 artichokes. This along with the 2-count Season & Steam artichoke package ensures that retail partners are offering ease and convenience based on the shopper’s preferences.
“We have had an exciting spring season launching a marketing campaign that expresses so well the expertise and quality that the Ocean Mist Farms brand had been built on,” said Diana McClean, senior director of marketing at Ocean Mist Farms. “Our sales results tell us that trade partners and shoppers alike understand that our commitment to maintaining the gold standard in artichoke production equates to a superior quality and flavor that is hard to beat. And, of course, our shoppers have played a critical role in helping to identify their needs and address them through ongoing product innovations.”
The comprehensive results of the Reach for the Gold campaign were nearly 2 million brand impressions and over 140,000 confirmed shopper engagements in a one month period. Ocean Mist Farms’ marketing efforts during this critical spring sales window resulted in increases in retail sales of 20 – 30% with various retailers throughout the United States.
Ocean Mist Farms is wrapping up a successful spring season by sharing the joy of artichokes with Castroville Artichoke Food & Wine Festival attendees as the main sponsor of their 60th annual event happening June 1 – 2, 2019, in Monterey, CA.
CASTROVILLE, Calif. (Mar. 26, 2019) – On the heels of a successful winter promotion, Ocean Mist Farms is proud to announce the launch of its spring campaign, Reach for the Gold, to support sales of its “gold standard,” or premier spring artichokes.
The brand’s Peace, Love & Artichokes promotion that wrapped up March 1, was Ocean Mist Farms’ first-ever marketing campaign aligned with their exclusive winter growing region in Coachella Valley, California. Spurred by an upward trend in artichoke consumption during the winter months, the brand leveraged their strong winter supply and excellent product quality to engage shoppers and drive purchase intent.
The diverse campaign included a Coachella growing region webpage, a sweepstakes, Google and social media advertising and email marketing. As a result, the brand earned 152,000 sweepstakes submissions, preference data from more than 27,000 shoppers, and 7.8 million brand impressions.
Beginning April 1, Ocean Mist Farms will launch its 30-day Reach for the Gold promotion to nurture their growing database of loyal customers with weekly prize-winning opportunities through email-based trivia. The promotional content is designed to educate shoppers about the company’s 90 year farming legacy as well as their industry leadership as the gold standard in artichoke growing. In addition, the promotion will provide shoppers with tips and inspiration for enjoying artichokes.
“We take great pride in the unparalleled eating quality of our artichokes and the level of farming excellence that goes into maintaining our position as the gold standard in artichoke production,” said Diana McClean, senior director of marketing at Ocean Mist Farms. “Given the great success of the Peace, Love & Artichokes promotion, which elevated Coachella as the premier growing region for our winter artichokes, we’re excited to shine a spotlight on our core growing region in Castroville, California - the artichoke center of the world!”
Castroville is the original home to Ocean Mist Farms’ artichokes. The coastal, Mediterranean-like climate in this central California area is a natural fit for this Italian vegetable that thrives best in the area’s mild temperatures. The company’s vertically integrated production has allowed them to implement gold standard best practices at every stage of the production cycle, from planting all the way through harvesting, processing, cooling and distribution. These best practices are a culmination of the expertise gained from a 95 year old artichoke farming legacy.
CASTROVILLE, Calif. (March 5, 2019) – Ocean Mist Farms is proud to announce the opening of applications for its fourth annual Ocean Mist Farms Academic Scholarship Program to recognize students who embody the four guiding values of Ocean Mist Farms – integrity, quality, passion and success. Each scholarship recipient will be awarded a scholarship of $1,000 towards their college tuition.
“Supporting education and the youth in our community is a very important outreach initiative for us,” said Diana McClean, Senior Director of Marketing. “Each year we host a Scholarship Ceremony at the annual Castroville Artichoke Food & Wine Festival in June to celebrate each scholarship recipient.”
Applicants must reside in Monterey, Riverside, San Benito or Santa Cruz Counties and maintain a high school GPA of 3.0 or better. Along with a 500-word essay, applicants will need to submit letters of recommendation along with proof of college acceptance and enrollment. In addition to the five public scholarships, Ocean Mist Farms will be granting two scholarships exclusive to dependents of the company.
“As a company that values family, education and community, we’re happy to offer a program that embodies these values to our employees and their families,” said McClean.
The deadline to submit applications to firstname.lastname@example.org is April 1, 2019, and scholarship recipients will be notified by phone or email May 1, 2019. For additional questions regarding the application process, visit the Ocean Mist Farms Academic Scholarship website.
CASTROVILLE, Calif. (February 4, 2019) – Ocean Mist Farms, the premier grower of fresh artichokes, is excited to announce their Coachella artichoke production season with the Peace, Love & Artichokes winter promotion. This multi-faceted campaign, launching today and lasting through March 1, includes email marketing to a robust community of artichoke shoppers, social media advertising, and sweepstakes prizes – all to drive sales and in-store demand.
With this promotion, Ocean Mist Farms is leveraging an upward trend of artichoke sales in late winter and continuing to push the artichoke momentum forward. While aiming to increase consumption, Ocean Mist Farms is looking to also educate consumers that Coachella is not only home to the world-renowned music festival in April, but also home to premium winter artichokes.
Artichokes typically grow best on coastal plains, as the veggie requires mild temperatures and plenty of moisture. However, Ocean Mist Farms has honed a dessert-grown proprietary seed variety specifically for the Coachella Valley climate. By utilizing Coachella’s optimal growing conditions during the winter-to-spring months, Ocean Mist Farms is able to maintain their high quality standards year-round.
“We want consumers to know that our artichokes are grown to deliver consistent flavor to the plate. With well trained, seasoned harvesting teams and dedicated marketing professionals, we work 365 days of the year to keep artichokes top of mind,” said Diana McClean, senior director of marketing at Ocean Mist Farms. “Furthermore, we hope to build and enhance our community through this promotion. We also seek to inspire those who align with the Coachella festival to give artichokes a try!”
To further incentivize shoppers, participants can enter the Peace, Love & Artichokes Sweepstakes for a chance to win a $1,000 VISA gift card to create their own Coachella experience. The first 1,000 entrants will receive a Peace, Love & Artichokes bumper sticker and will be automatically entered to win an additional Coachella music festival prize pack valued at $500.
CASTROVILLE, Calif. (Nov. 1, 2018) – Following a successful launch at PMA Fresh Summit’s Fresh Ideas Showcase, Ocean Mist Farms is excited to offer three new products this winter to meet the needs of today’s shoppers looking for organic and convenience items. The company has expanded its organics line to include Brussels sprouts and green onions and added washed and ready-to-eat Brussels sprouts to its convenience line.
“We recognize the increased consumer demand for both organic and convenience items,” said Diana McClean senior director of marketing at Ocean Mist Farms. “Therefore, we are pleased to be able to offer three new items in these growing categories and continue our dedication to providing quality solutions to our retail partners.”
Ocean Mist Organic Brussels sprouts are offered in 1 lb. bags while the convenience line of Brussels sprouts are available in 2 lb. packaging. The convenience Brussels sprouts are ready to ship to retailers immediately, just in time for the holiday season. Ocean Mist Organic green onions will also offered in 5.5 oz. bags and both the green onions and organic Brussels sprouts will be available to retailers in January.
Retailers can be the first to know about the latest products from Ocean Mist Farms, like these, by subscribing to the company’s bi-monthly crop update newsletter.
CASTROVILLE, Calif. (Oct. 15, 2018) – Ocean Mist Farms is excited to share that its fall consumer promotion is underway and actively educating and incentivizing shoppers to incorporate artichokes and Season and Steam® products into their meals this fall. The strategy includes a Fall Flavor Giveaway sweepstakes, food influencers and brand ambassadors, geo-targeted mobile couponing technology, targeted social media advertising and strategic media placements – all in an effort to ignite sales and drive in-store demand.
The promotion timeframe aligns with the fall holiday season and all the eating occasions that come with this busy time of year. Ocean Mist Farms seeks to elevate its artichoke and Season & Steam vegetable line as a fresh, flavorful and convenient solution for holiday entertaining as well as every day meals during this hectic season.
For this reason, the promotion utilizes the support of two key food influencers, Chrissa Benson from Physical Kitchness and Kaleigh McMordie from Lively Table, who will be to educating and empowering consumers to incorporate Ocean Mist Farms products into their holiday meal plans.
Additional campaign investment includes Carissa Bealert, registered dietician and nutritionist, who will represent the brand in 6 televised media segments to emphasize the nutrition and simplicity of these items, and iBotta, an easy to use couponing app, to generate trial, which the brand’s influencers are all encouraging their readers and viewers to take part in.
“We know that this time of year can be especially busy for our shoppers, and we want to make sure they know that our products are perfect for a quick, delicious, and nutrient packed meal,” said Diana McClean, senior director of marketing at Ocean Mist Farms. “We have invested in a marketing strategy that we know increases sales based on coupon redemptions. The Fall Flavor Giveaway is another fun, on-trend and engaging promotion to elevate this message and inspire shoppers to purchase our products during the months ahead.”
To further incentivize shoppers, every week between Sep. 27– Nov. 9, shoppers can enter the Fall Flavor Giveaway for a chance to win an Instant Pot® Duo 6-Quart cooker and receive a free Instant Artichoke e-cookbook full of quick and easy meal inspiration.
To learn more about how Ocean Mist Farms is igniting sales for its retail partners, visit them in booth #1132 October 19-20 at PMA Fresh Summit!
CASTROVILLE, Calif. (Sept. 25, 2018) – Ocean Mist Farms, is proud to announce the hire of Rick Bravo as its new Vice President of Sales and Marketing. Bravo brings nearly 35 years of experience serving the fresh produce industry and a wealth of knowledge in sales and leadership, which is highly valued by the team at Ocean Mist Farms.
As a veteran of the industry, Bravo joins the company with past experience at Dole Fresh Vegetables and Tanimura & Antle with a strong dedication to customer service. His extensive background within the vegetable category will be instrumental as he spearheads the sales and marketing efforts at Ocean Mist Farms.
“We are delighted to have someone of Rick’s caliber join our team,” said Joe Pezzini, president and CEO of Ocean Mist Farms. “His substantial knowledge of the industry and established relationships with retail and foodservice partners makes him an invaluable addition to our team.”
Graduating with a Bachelor’s of Science in Administrative Justice, Bravo found his way into the produce industry as a sales manager and has never left. His commitment to fresh food and adept ability to lead well, drive profits and improve efficiency has brought him to where he is today.
“I am thrilled to join the team at Ocean Mist Farms and look forward to this new opportunity while still serving an industry I care deeply about,” said Bravo.
CASTROVILLE, Calif. (Aug. 6, 2018) – Ocean Mist Farms, leading grower of fresh artichokes, continues to move the dial on artichoke purchases and consumption through its investment in a 360-degree marketing strategy. In an effort to learn more about the artichoke shopper, the brand’s spring promotion served as a resource for consumers searching for educational material on the benefits and usage tips for artichokes, recipe inspiration and digital coupons through iBotta. In turn, the brand earned more than 15,000 new shopper contacts that are interested in learning more about the brand.
Through the retail specific data Ocean Mist has gained from its partnership with iBotta, the brand is able to verify that more than 9,500 shoppers used the technology to download a coupon for Ocean Mist branded products and completed an in-store purchase. As a result of this interaction, the brand is able to measure in-store purchases while learning more about the shopping behaviors on a new demographic of consumers buying Ocean Mist products.
“While we saw a tremendous amount of engagement with our online communities during the spring promotion, we’re also able to confirm in-store traffic which created a unique touchpoint for us to learn more about the Ocean Mist shopper,” said Diana McClean, senior director of marketing at Ocean Mist Farms. “Now that we have new contacts that have indicated they would like to receive more information on Ocean Mist Farms, we are able to nurture their unique preferences to keep them engaged to become stronger artichoke advocates who are motivated to continue to purchase artichokes.”
In conjunction with the digital coupon campaign, the brand employed strategic influencer partnerships to speak to a national audience on trending topics in an effort to further spark creativity and recipe inspiration. By utilizing these influential partnerships, the brand was featured on a nationally syndicated television segment in addition to gaining coverage on NBC News Better for Instant Pot recipe content.
“We seek to continue to inspire and educate our online communities with enriched content from influencers who can speak to these trends. We believe that Ocean Mist Farms can be a resource for the inexperienced artichoke cook as well as the polished chef by keeping a pulse on what’s going on in the artichoke enthusiast’s world,” McClean adds.
The brand looks forward to nurturing the new shopper contacts and its existing community throughout the year with content specific to their needs. Additionally, the company is eager to support its retail partners with comprehensive content on the Ocean Mist shopper through its bi-weekly trade emails. To subscribe to the Ocean Mist trade emails, visit https://www.oceanmist.com/crop-update.
CASTROVILLE, Calif. (July 5, 2018) – Ocean Mist Farms, leading grower of fresh artichokes, is proud to announce a significant increase in organic vegetable acreage to meet growing shopper demand while remaining committed to the company’s long-standing sustainable farming practices. Born out of the same quality growing principles that date back to 1924, the Ocean Mist Organic® brand has seen large-scale growth since its inception in 2015.
The fourth generation family owned and operated organization started farming organic artichokes in 2000 and now provides 16 additional vegetables sold under the Ocean Mist Organic label. To guarantee continuous production of high-quality products, the Ocean Mist R&D department is steadfast in conducting comprehensive and on-going seed research that aligns with organic production parameters.
“We have been thoughtfully expanding the Ocean Mist Organic brand over the past three years, strategically increasing production, while ensuring Ocean Mist Farms’ strict standards are being met,” said Diana McClean, senior director of marketing at Ocean Mist Farms. “At Ocean Mist Farms, each individual takes personal pride and responsibility in their role to grow and deliver the very best fresh vegetables every day.”
In addition to the increase in acreage, the company is expanding the Ocean Mist Organic team and welcomes Dan Soloman as the new organic production manager. With more than 22 years of experience in the fresh produce industry, formerly with Earthbound Farm, Soloman brings a wealth of knowledge and expertise to Ocean Mist Farms.
“I am excited to join the Ocean Mist Farms team and look forward to contributing to Ocean Mist Organic’s brand growth,” said Dan Soloman, organic production manager at Ocean Mist Farms. “This team’s dedication to providing the best quality products and customer service to our industry is evident by their commitment to grow this organization from the inside out.”
To showcase the growth of Ocean Mist Farms’ organic production, the company is sponsoring two field tours the morning of July 11th to kick-start the Organic Produce Summit. Following the field tours, the Ocean Mist Organic team will be exhibiting at the Organic Produce Summit July 11-12 at booth #303.