Fresh Cravings Partners With Kroger to Promote Hummus Products; Jay Whitney Shares
PHOENIX, AZ - Fresh Cravings’ most recent promotion has me thinking: in addition to pairing products that go well together in recipes, we can drive sales by grouping products together that meet the same requirements shoppers are searching for when filling their carts. Fresh Cravings is turning heads on both counts, offering $2 off its 10 oz hummus with the purchase of Kroger’s private label 42 oz Fresh Kitchen Veggie Bowl from September 15–31.
“We are very inspired by Kroger’s willingness to innovate; boldly collaborate; and promote an assortment of fresh, affordable snacking solutions with our Fresh Cravings salsas and hummus,” said Jay Whitney, Chief Marketing Officer of Fresh Cravings. “Perhaps best of all, this partnership continues to bring new, incremental shoppers to the produce department. Kroger’s decision to place our salsas and hummus in the produce section has enabled us to optimize the playbook of what works to connect with Kroger shoppers. The partnership has been such a success in attaining both of our goals that together, we are expanding the assortment to include our Roasted Garlic Hummus and our new medium heat Pico De Gallo Salsa.”
One thing that won’t change, as Jay explained to me, is Fresh Cravings’ aggressive produce partnerships with the likes of Wholly Guacamole, Cabo Fresh Guacamole, and Our Brands Veg items. The company is further incentivizing consumers to choose these healthy options while offering them savings through great cross-promotional deals like this most recent one with Kroger.
Another example of this strategy, the Fresh Cravings brands recently partnered on an “End of Summer Salsabration” event, supporting St. Vincent de Paul (SVdP). The supplier partnered with Kroger banner Fry’s Food Stores to host a Chopped themed mystery basket cooking competition with three notable chefs at SVdP on August 13, 2021. The competition and the $5,000 donation that resulted were dedicated to the talented culinary team at SVdP, who provide more than 4,200 meals a day, all from donations.
“We deeply admire Kroger’s powerful position with its Zero Hunger, Zero Waste platform and how it aligns with our company’s values,” Jay continued. “Our local Arizona banner, Fry’s Food Stores, teamed up with us on an end of summer ‘Salsabration’ event that benefitted SVdP, as part of our larger Salsabrate The Good giveback campaign. It’s an honor to grow with like-minded partners who share our beliefs in offering more better-for-you food options at an affordable price point, while also spreading goodwill and enhancing the communities we serve.”
Since March of this year, the Fresh Cravings team has been traveling to communities of the above organizations and profiling their stories with powerful videos on its YouTube, Facebook, and Instagram channels, totaling more than $140,000 to date.
We applaud all of these determined companies and their efforts to up consumption in the fresh produce department while making our world a better place.