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After years of playing second fiddle to items in the fresh produce department, California Cling peaches are having a moment. Anchored by an all new messaging platform, reimagined marketing infrastructure, and a fresh, unapologetic celebration of canned foods, California Cling Peaches are heralding a newfound appreciation for the value of canned fruit and its contribution to food security for American consumers. Thanks to an innovative positioning strategy and the multi-year investment in an arresting array of recipe and visual assets, the MJRCG-led marketing outreach to retailers, nutritionists and RD’s and consumers has resulted in a dramatic increase in the appeal (and sales) of California cling peaches in an otherwise sleepy center-store category.