Robert Dobrzanski Discusses Roll Out of Atlas Produce's Organic Line
BAKERSFIELD, CA - A new line of a rising category snuck its way onto shelves this summer. Atlas Produce, already having made a splash with its entry into the grape market just weeks ago, is doubling down on its date reach by unveiling a complete offering of all its conventional items in organic.
“Our entire conventional line is now mirrored with an organic line,” Robert Dobrzanski, Founder, shares. “We've had such strong growth in organics, we saw that we had the resources and the demand to expand on the Date Rolls, Chopped Dates, Deglets, and the rest of our date products to provide more opportunities and offerings to our customers.”
Increasing Atlas’ SKUs by 50 percent, and therefore its ability to answer twice the needs of retail, the new organic offerings continue the story the company is telling via its Fresh Energy™ line, with like-packaging extended to each item’s organic sibling.
“We wanted to continue the theme that we have led with the Fresh Energy line, with bright colors identifying each variety, if you will, of what we offer. Every item has its own color so that when someone goes into the store, they can recognize the pack and recall if it was purple, pink, blue, and so on,” Rob tells me.
Fresh Energy’s packaging and digital branding looks less like a traditional produce motif and more like that of Nike or Adidas, making dates fun, exciting, and attractive to consumers. Especially those looking for a fresh, healthy alternative to bolster an active lifestyle. Bright and eye-catching, I could easily pick a pack that matches my own yoga or running gear. Because, let’s face it, many of us have a favorite color scheme when we hit our fitness mode.
Now, with organic, the line is well-rounded and ready to answer just about any need retailers might have for this burgeoning category.