Grimmway Farms Partners with Tastemade to Debut Three Part Mini-Series Highlighting Organic Farming
BAKERSFIELD, CA - Cal-Organic Farms, a division of Grimmway Farms, debuted its original three-part mini-series, “Handled with Care.” The mini-series focuses on the passionate people behind organic farming and chronicles the process and passion behind organic farming, lives up to its name. Both the farmers represented and the way in which they are presented is done in a carefully crafted way to best showcase the multiple aspects of organic farming. Each 5-6 minute episode is loosely-based on the different phases of organic farming: Soil Preparation, Planting & Growing, and Harvesting.
“So much work goes into growing our Cal-Organic vegetables,” said Jeff Huckaby, President, in a company press release. “We take great care to make sure everything we put in front of consumers is healthy, safe, and grown according to the standards they believe in. That’s where the inspiration for ‘Handled with Care’ came from.”
“Handled with Care” is told firsthand through the words of actual Cal-Organic farmers who work throughout the product lifespan. The mini-series was shot on location at Cal-Organic farmland throughout California, and underscores the additional challenges of organic farming. Directed by James Beard Award Winning Director James Mann, the series documents multiple aspects of organic farming—including soil management, planting techniques, pest control, and harvesting.
“Previously, we hadn’t taken an active role in telling our story directly to consumers,” added Kellen Stailey, Vice President of Marketing. “And our research confirmed that, now more than ever, organic shoppers are looking for more from the brands they trust. We wanted to connect the dots for consumers between the product they love and the farm and farmers behind their produce.”
The series made its debut on Tastemade on May 17, where you can view the videos. Tastemade is an award-winning food, home, and travel media company that reaches more than 250 million active viewers per month.
"We're honored Cal-Organic chose Tastemade to tell their story to consumers for the very first time," added Andrew Saunders, Tastemade's Head of Global Brand Strategy. “Farming is an important part of our country's heritage and future, and we're thrilled to leverage our award-winning team and platform to showcase innovators leading the organic movement.”
Director James Mann added, “What excited me the most about this project was the opportunity to meet so many passionate and knowledgeable people and get a first-hand look at the process of organic farming—which is usually so invisible to us as consumers. Organic farming really does matter. It’s an issue of health and wellness, of course. But it’s also about land stewardship, sustainability, and social responsibility.”
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