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Green Giant Fresh™ Leads the Way as a Legacy Brand

Green Giant Fresh™ Leads the Way as a Legacy Brand



SALINAS, CA - Becoming a legacy brand is no easy feat. It requires innovative market strategies and an outstanding value proposition that, with time, will build a business into a landmark. Green Giant Fresh™ continues to pave the way for up-and-coming brands as it maintains its position as a leading fresh value-added provider. From setting trends to cracking codes, Green Giant Fresh is inarguably at the forefront of today’s brand influence in the fresh produce sector.

Tom Byrne, President, Growers Express“Back in 2009, Growers Marketing purchased the licensing rights to the Green Giant Fresh brand for use on fresh vegetables and since that time has grown the brand’s visibility, demand, and consumer following,” said Tom Byrne, President of Growers Express. “Being a legacy brand through the years, consumers have come to trust the quality, freshness, and reliability of the many products that are proudly packed under the Green Giant Fresh label. That continues today, and Green Giant Fresh has set a benchmark for today’s brands who are looking to rise up in the hierarchy of consumer brand loyalty.”

Through its innovative perception of staple categories, Green Giant Fresh has grown into a value-added brand that leads the pack. The company launched its Cauliflower Crumbles® chopped cauliflower back in 2015, which helped revitalize what once was a commodity-driven category and has since exploded in usage and demand. Consumer favorites like this are some of the fastest-growing value-added vegetable items in the cauliflower segment driving category sales and margins for retailers.

Green Giant Fresh™ continues to pave the way for up-and-coming brands as it maintains its position as a leading fresh value-added provider

“Another example is the many Green Giant Fresh Brussels Sprouts options—like shaved, halved, shredded, leaves, and more—which are making it easier for consumers to incorporate this now year-round vegetable for use in more unique ways like roasting, shredded in salads, and as a crunchy pizza topper,” said Byrne.

Green Giant Fresh is managed through the support and collaboration of license partners who cover a wide array of vegetable categories. As generations evolve, it has been important for the brand to maintain its core values of transparency, authenticity, and dependability. And in times of uncertainty, like we are faced with today, steady brands like Green Giant Fresh are beacons of comfort for shoppers.

Through its innovative perception of staple categories, Green Giant Fresh™ has grown into a value-added brand that leads the pack

“Consumers are seeking familiarity and conveniences amid the coronavirus pandemic. Legacy brands tend to bring comfort to consumers in a time where they are feeling anxious. Green Giant Fresh maintains the high quality of products consumers have become accustomed to,” concluded Bryne. “Green Giant Fresh is also cultivating its licensing partner community by supporting them in any way possible, especially during times of crisis, by adding value to their operation and enhancing opportunities for continued growth.”

As legacy brands such as Green Giant Fresh continue to carry the torch, AndNowUKnow will be here bringing you the fresh produce industry’s latest news.

Growers Express



Companies in this Story


Growers Express

Founded in 1987 and based in Salinas CA, Growers Express is a vertically integrated grower/processor of premium fresh...