Press Releases
Retailers Promote Purchase of California Peaches, Plums and Nectarines and Fresh Express Salads for Free iTunes Downloads
5/12/2005
Innovative "Music to Your Ears" Program Launches Nationwide Just in Time for Summer
The California Tree Fruit Agreement (CTFA), the marketing order representing fresh California peaches, plums and nectarines, and Fresh Express, the pioneer in fresh salads, announced a new "Music to Your Ears" program today. The program will provide consumers with free iTunes music downloads with the purchase of fresh California peaches, plums and nectarines along with Fresh Express complete salads and kits during the months of June, July and August at participating retailers.
This innovative program provides free songs that can be downloaded from the iTunes Music Store and played on the popular iPod or burned to CDs. The promotion is backed by an aggressive POS effort including free fresh summer salad and fruit recipes available in-store, as well as aisle posters, ceiling banners, salad case channel strip wobblers and produce display cards.
"The ‘Music to Your Ears' cross-promotion with Fresh Express and iTunes is the first of its kind, like an updated version of the toy in the cereal box," said Blair Richardson, CTFA president. "The iTunes demographic is expanding and is a perfect match for both California peaches, plums and nectarines and Fresh Express salad mixes. It gives consumers an added reward for enjoying healthy food."
When consumers purchase three pounds of California peaches, plums and nectarines with any two Fresh Express Complete Salads or Salad Kits, they will receive three free songs from the iTunes Music Store. Each qualifying purchase will be recognized electronically and notification of the reward and instructions for redemption will be provided via the Catalina Marketing system. Retailers not using the Catalina Marketing system will offer qualifying consumers encoded gift cards through a customer service desk.
CTFA will also feature a solo iTunes promotion called "Turn Up Your Volume," which will focus on California peaches, plums and nectarines. This will be a retail loyalty program based on qualifying purchases.
The California Tree Fruit Agreement, headquartered in Reedley, CA, administers marketing order programs on behalf of California's 2,000 fresh peach, plum and nectarine farmers. Originally established in 1933, CTFA includes the Peach Commodity Committee and the Nectarine Administrative Committee, both federal programs, and the California Plum Marketing Board, a state program.
Fresh Express, headquartered in Salinas, CA, is the market share leader of the retail fresh-cut category and operates from nine strategically located processing and distribution facilities throughout the country to ensure customers and consumers the highest quality, freshest and best-tasting salad, fruit and vegetable products available today.