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California Day-Fresh Foods
(DIVISION
OF CHIQUITA)–GLENDORA CA
California
Day-Fresh Foods is a fresh food manufacturer and distributor. Naked Juice,
Ferraro's and Chiquita were their three lines of juices when I worked
for the company.
The
foundation for building the brand was determined by understanding the
customer. We did this by conducting a wide range of research, including
focus groups, in-store testing and telephone surveys. We were lucky. The
brands carried very strong emotions, and we built programs to tap into
these emotions.
In
addition to traditional advertising, we utilized many guerilla tactics.
This included our own highly trained, enthusiastic health food lovers,
who had a passion for communicating our message. We participated in targeted
events and gave out samples in thousands of stores.
Further,
we combined two trends - fresh juice with the hottest herbs and vitamins.
These are called functional foods, or nuetracuticals. One example is Naked
Juice Green Machine that is juice combined with 11 superfoods. This quickly
became the top selling blended juice in the company's 45 year history.
We also created an entire line of functional foods under the Ferraro's
Earth Juice label. These products were pioneers in the functional food
category.
While
at California Day-Fresh, we also opened a chain of juice bars. Our "Naked
Juice Bars" helped build the image and awareness of the brand. You
can visit one at terminal one at the Los Angeles International Airport.
Feel
free to visit their web site at www.nakedjuice.com
Naked
Juice¨ is a registered trademark of Chiquita Brands, Inc.
Chiquita¨ is a registered trademark of Chiquita Brands, Inc.
FerraroÕs Earth Juice¨ is a registered trademark of Chiquita Brands, Inc.
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