New line sells forgotten vegetables exclusively through Coles

12/27/2013 | (Australia)

Branding centered on unconventional characters is not the only thing that sets apart Hatters Vegetables. The new line of heritage vegetables, launched by Perfection Fresh, will reintroduce a traditional but widely forgotten vegetable each season to consumers through an exclusive deal with Australian grocery chain Coles. "Now more than ever, the fresh produce industry needs to apply clever marketing and promotional measures to encourage Australian consumers to eat their recommended daily intake of fresh fruits and vegetables," said Michael Worthington, chief executive of PMA Australia-New Zealand, in praise of the new products.

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