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Matthew Jones



Robinson Fresh adds to Green Giant brand

New asparagus offering to be supported by a commitment to add value to the category

Robinson Fresh adds to Green Giant brand

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Leading US-based fresh produce firm Robinson Fresh has added to its list of consumer brands through the launch of Green Giant Fresh asparagus. It follows the successful introduction of Green Giant Fresh avocados in May 2013.

The asparagus product will be made available year-round through an exclusive licensing agreement. It will be offered in bulk packaging, such as club and retail boxes, as well as tags, wraps, and poly bags. Jamie Strachan, CEO of the Green Giant brand, said it was important to provide quick and easy packaging solutions for today’s convenience- driven consumers.

“Asparagus is one of the fastest growing fresh vegetable categories and is an essential part of our full line of Green GiantTM Fresh products,” Strachan explained. “Robinson Fresh's category leadership combined with our Green Giant retail support programs will put our customers in position to consistently outpace the rest of the market.”

Robinson Fresh will also aims to provide a value-added service to the asparagus category through category management, brand support and promotion campaigns.

“Robinson Fresh is proud to take part in bringing fresh, new asparagus options to our client base,” said Michael Castagnetto, director of global sourcing at Robinson Fresh. “The Green Giant brand represents fresh, high-quality products that consumers can depend on.”

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