Steve Wright Discusses Shenandoah Growers Expansion and New Merchandising Program
HARRISONBURG, VA - There is no better way for a consumer to get closer to the roots of their food than to have those roots firmly established in their own kitchens. Literally. With retailers looking for more diverse, flavorful, and inspiring offerings for their fresh produce departments, Shenandoah Growers is bringing its Living Herbs line to the grocery destination and with new developments to help the buy-side win over the consumer.
Steve Wright, Chief Customer Officer, joins me as we prepare to break into February, to reveal Shenandoah Growers’ exciting changes, expansion, and evolution under its coveted That’s Tasty brand.
“Organic living herbs are some of the freshest and most flavorful ways to enjoy herbs, providing that optimal mix of freshness and convenience right at the consumer’s fingertips,” Steve shares with me. “To help our retail partners capitalize on our innovations and opportunities, we are launching retail-ready displays for the spring. Labor in the stores is always at a premium, and these new merchandising options provide an easy way for retailers to maximize sales and profit at a time when living herbs have their highest velocity.”
Shenandoah Growers offers a full line of living herbs with over 30 different varieties and sizes, cultivated in indoor growing systems to ensure consistent quality 365 days a year, rain or shine.
With a strategic vision to transform the food system and make organics affordable, growing indoors allows the company and its business model to exist in complete harmony with nature.
“Growing indoors produces a safe and consistent product that delivers exceptional and consistent quality and flavor. With such heightened demand and a great response to our philosophy, we have made upgrades on all our current growing facilities and will be opening three new facilities over the next 18 months,” Steve says. “Our regional growing and distribution model gives our retailer partners the ability to have local, organic supply. Those are two very powerful messages to the consumer.”
To further expand its messaging and generate awareness, Shenandoah Growers uses the tagline, “Pure organic flavor.” This statement communicates that Shenandoah Growers are growing in a way that is responsible and respectful to the environment, while also delivering amazing flavor—a win-win-win for the company, customer, and consumer if you ask me.
“Shenandoah Growers model is quite simple: When our partners succeed, we succeed. That means there is a commitment and dedication to growing their sales and profit,” Steve expresses. “By offering a comprehensive line of products from Living herbs, to package herbs, to herb purées, we can be that single solution and category captain. That means we invest in understanding the consumer, category management, and are committed to being the leaders in new product and packaging innovation. These collective tools drive the business.”
Staying grounded can take on multiple meanings in a thriving industry like ours, and with a goal to evoke change across the way the consumer experiences food—Living herbs’ roots will keep Shenandoah Growers connected to both the ground and the sky.