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Carl Collen


Giumarra announces watermelon promo

Nature's Partner branded watermelons join with Tajin Seasoning to create a joint promotion

Giumarra announces watermelon promo

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Giumarra has announced that it is joining with Tajin Seasonings for a promotion featuring Nature’s Partner brand watermelons, a campaign that starts this month with watermelons grown in Sonora, Mexico.

“We were looking for an innovative way to offer something new and different with our watermelons," said Gil Munguia, division manager for Giumarra Nogales. "We wanted a promotion that was cross-cultural and had a value-added element. Tajin Seasonings are the most popular seasonings for produce items in Mexico and in North America, and it was the perfect fit."

To support the promotion and boost consumer interest and sales of Nature’s Partner watermelon with Tajin, the two companies are offering colourful co-branded bins and a specially-designed label with a free Tajin seasoning packet.

The high-graphic bin artwork features a watermelon slice being seasoned with Tajin, as well as logos and social information for both Nature’s Partner and Tajin.

“Watermelon is one of the most popular fruits for use with Tajin Seasoning,” said Juan Carlos Limon, marketing manager, Tajin USA. “It creates such a unique, refreshing flavour. We are thrilled to be working with Giumarra and their watermelon programme on this promotion, which is the first of its kind for us. We hope to continue to roll out more promotions generating excitement about healthy eating with produce and Tajin.”

The promotion is available through May and will be available again in fall 2016. Both Nature’s Partner and Tajin will feature new social media posts designed to drive interest and support the promotion throughout its duration.

“Tajin sales continue to grow and we’ve experienced over 30 per cent compounded annual growth over the last five years. Our emphasis has been to increase healthy snacking with fruits and vegetables by seasoning with Tajin,” said Limon.

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