Mariani Launches Organic By Mariani™
100-year old company launches national retail promotion, becoming the first dried fruit company to secure cause-marketing ties with Susan G. Komen for the Cure.
“For the past 25 years, Susan G. Komen for the Cure has been on a mission to end breast cancer forever,” said Katrina Drake, vice president of marketing. “Cause-related marketing programs such as Mariani Packing Company’s “Snack Pink” program are an integral part of that mission, helping us reach millions of consumers with life-saving breast health messages and raising funds that support breast cancer research and community outreach.”
Mariani Packing Co, who celebrated their 100th anniversary last year, is the largest independent dried fruit manufacturer in the world. This year, Mariani has taken the next step in elevating their brand with their cause-marketing solution for consumers. “Our primary demographic is women, 45+ years of age. We asked ourselves, ‘What else can we do to make a difference to our consumers?’”, stated Mark Mariani, CEO of Mariani Packing Co. “It’s our consumer that is affected most by breast cancer, so bringing them a dried fruit solution with educational awareness about this very prevalent disease seemed like the perfect match,” said Mariani.
On a personal level, the Mariani family has had their own share of tragedy from breast cancer, so for the company, it’s not just another promotion, it’s a sad reality for their family and millions more, so making a difference through education and promotion is personal.
“Snack Pink! and help save a life™ seemed like the appropriate slogan for our promotion”, said Mariani. “Pink is the nationally recognized color for breast cancer awareness. That, and the fact that most consumers use dried fruit for snacking, the slogan made sense to us.” With obesity on the rise, consumers are becoming more conscious about their snacking options. Mariani’s dried fruits not only provide a better snack solution for consumers, through their Snack Pink! promotion, they hope to arm millions of consumers with an educational resource that may help save a life and challenge consumers to snack with a purpose.
According to the American Cancer Society, 2007 cancer facts, one woman is diagnosed with breast cancer every three minutes, and one woman will die of breast cancer every 13 minutes in the United States. An estimated 40,000 women and 450 men will die of breast cancer in 2007. The key to survival is early detection. Susan G. Komen for the Cure encourages women to take charge of their breast health by making these actions a part of their lives:
1. Annual mammography beginning at age 40.
Mariani’s Snack Pink! and help save a life™ national retail promotion will focus on four products – 6oz Cherries, 50oz Prunes, 36oz Sun-Ripened Mixed Fruit and 48oz Ultimate Apricots. Promotional products will be available at local retail and club store outlets nationwide. Mariani is making a guaranteed donation of $414,000 to Susan G. Komen for the Cure in support of breast cancer research and community outreach programs. Mariani promotional packaging for these items asks consumers to support a brand that supports the cause and references both www.komen.org and www.mariani.com for more information on breast health and the Snack Pink! promotion.