Top 10 Produce Launches 100% Traceable Strawberry Brand

Top 10 Produce LLC has announced the launch of Locale, a strawberry brand that is a 100% percent traceable to the farm of origin. Each Locale Salinas Valley strawberry grower has a product label that can be scanned with ShopSavvy, a shopping app for smartphone users, to display a mobile profile controlled by the grower. The grower profile includes information about the grower, a map of the location where the product was grown, links to the grower’s Facebook and Twitter accounts, and more.

“While Salinas Valley produce is considered locally grown by San Francisco foodies, the Locale brand is not just about local — it’s about transparency,” said John Bailey, Top 10 Produce executive director. ”Transparent branding means explaining where the produce comes from and how it was grown. Consumers have the opportunity to become personally acquainted with the real grower and the grower’s family. The actual grower serves as the spokesperson for the brand, as opposed to a cartoon character, as has often been the case with produce brands of the past.”

“ShopSavvy has always focused on enabling the shopper to make better purchase decisions, and this is the latest example of this,” said Alexander Muse, co-founder of ShopSavvy. “Consumers are increasingly demanding to know where the food they buy comes from, and Top 10 Produce is taking a leadership role in providing this information to sustainability-conscious grocery shoppers.”

Grower profiles are displayed via ShopSavvy’s AdOns advertising framework, which enables “hyper relevant” advertising, coupons, warranty offers, promotions and other information to be delivered at the point of highest purchase intent, when users are standing in a retail store with a potential purchase in hand. AdOns combine location- and product-specific data to deliver precise marketing content to users.

When consumers scan a Locale label with ShopSavvy, they will see a profile like this one, from C & R Farms.

While currently this information is available only for Locale brand strawberries, Top 10 Produce LLC will soon offer this service to any brand that is selling produce supplied by growers licensed by Top 10 Produce LLC. ShopSavvy will then work with these brands to deliver “hyper relevant” offers and advertising to shoppers.

For more information, go to www.top10produce.com.