Domex Superfresh Growers® is one of the world's largest international fruit marketing firms. Located in Yakima, Washington, they grow and market both conventional and organically grown apples, pears, cherries and apricots.
The work we are showcasing for Superfresh Growers is ostensibly a website overhaul and innovative social media strategy for a valued, long-term client. But behind the handsome web presence is a six year journey that serves as a case study for how a company with clear, focused goals can leverage the talent and support of a top-notch creative and marketing agency to help achieve those goals.
MJR's role in this transformation began with a three-day 60-person intensive strategic planning retreat in 2006 that was facilitated by MJR CEO Mike Rolph and Jeff Hensley of Hensley Associates. What emerged out of that session was not only a new corporate name and identity for the then Domex, but also a refocused passion for being the best grower in the world at connecting production from the land to the end consumer. Since that seminal meeting, Domex Superfresh Growers have been incrementally reinventing themselves, setting a carefully-planned course toward becoming a global apple, pear and cherry powerhouse, with MJR at their side.
"It's a new era for Domex Superfresh Growers. As marketers and family farmers, it's an exciting time to push new technologies, drive new thinking and make meaningful connections with our consumers and retail partners."
- Robert Kershaw, President Domex Superfresh Growers
Seven fast-paced years later we are proud to announce the launch the new Superfreshgrowers.com. The site represents a clear focus on creating connections with consumers and is the hub of an inbound marketing strategy that uses the power of social business intelligence to fuel an active online dialogue with consumers. The new design seamlessly integrates the company's Facebook, Twitter, Pinterest, Instagram, Linkedin and YouTube properties to deliver an experience that is unlike anything in the produce industry.
"Our new website and inbound marketing strategy helps us communicate our story to consumers, while gaining valuable analytical information and insights that allow us to quickly adapt to changing marketplace demands. Listening for what is "trending now" combined with our profit planning strategies, category analysis and customer planning will directly benefit our partnerships at retail." - Howard Nager, Vice President of Marketing Domex Superfresh Growers.
Jumpstarting the consumer connection is an Instagram promotion called "Picture a Healthier You." To enter, users upload an original image to Instagram of their favorite recipe, variety or healthy activity featuring apples, pears or cherries, and caption that image with one of the hashtags Superfresh has claimed as their own: #EATAPPLES, #EATCHERRIES or #EATPEARS. Domex Superfresh Growers will select three winners every month to receive a $100 Visa gift card.
"Listening for what is "trending now" combined with our profit planning strategies, category analysis and customer planning will directly benefit our partnerships at retail and allow us to work together to delight consumers everywhere." - Howard Nager, Vice President of Marketing Domex Superfresh Growers