This is the time of year in which there is an abundance of produce hailing from Arizona, and one local grower is taking a creative approach to making sure Valley residents are aware of it. Tom Russell, an Arizona native and President of Pacific International Marketing, has launched a marketing campaign that he hopes will inspire local shoppers pay more attention to the items they are purchasing from the produce section of their neighborhood grocers.
The stars of Russell’s “BiteMyAZ” campaign are the leaks, squash, beets and other produce that is sold from Arizona this time of the year, each looking more like a centerfold model than something you might serve on a salad plate. One ad features butternut squash with a string bikini tan line and headline that reads, “If only it was this easy to identify Arizona produce.” Another is a provocative image of a squash bearing a striking resemblance to Kim Kardashian’s backside, and a call for consumers to “Get behind Arizona’s produce.” All ads invite consumers to submit selfies with packages of one of Pacific’s locally grown produce labels to receive a reusable “BiteMyAZ” canvas shopping tote bag. The labels include Rousseau, Pacific and Pure Pacific Organics.
“If they can’t find one of our names, or other locally grown labels in the store, there’s a pretty good chance that grocer isn’t making Arizona-procured produce a priority this time of year,” said Russell.
“Consumers should expect shelves to be stocked with local produce this time of year, especially if they shop at grocery stores that prominently display ‘locally grown’ signage,” said Russell. “I hope this campaign gets them to pay closer attention to the produce they are putting in their carts.”
According to the Arizona Department of Agriculture website, Arizona ranks third in the nation for the production of fresh market vegetables, with an estimated $9.2 billion annual impact. Pacific grows lettuce, broccoli, carrots, kale, beets, fennel, cabbage, cauliflower and other conventional and organic vegetables on nearly 6,000 acres in Arizona, and ships about 85 to 90 percent out of state. Regardless of where you live in United States or Canada during the months of November through March, chances are good that the lettuce you consume is cultivated in Arizona.
“People far beyond Arizona enjoy and appreciate our state’s fine produce,” said Russell. “I hope this campaign helps Arizonans recognize and appreciate locally grown produce too.”
For more information, visit www.bitemyaz.org.