Having helped boost U.S. snap bean consumption to historic highs, Asgrow Vegetables Seeds said that it will expand its award-winning Greener Bean promotion to the west this season.

The leading developer of new bean varieties said it plans to offer free point-of-purchase displays and education materials, such as its recently updated category management report, which helps retailers source higher quality beans. These will be sent directly to participating retailers or
attached to bean cartons by grower-shippers.

The three-year promotion has been highly successful east of the Mississippi, say brand managers. Growers quickly adopted the new Greener Bean varieties and retailers climbed on board when sales increased. Today, per capita bean consumption is up nearly half a pound and Greener Beans are the backbone of the market. 

Out west, it's a different story, and Asgrow has fine-tuned its message, maintaining the familiar Greener Bean slogan with a new gourmet twist. "Western markets made the switch to darker beans much earlier than they did in the east, but have lagged behind in other important quality attributes," noted produce expert Leo Zanoni, Asgrow director of produce marketing. "We have  since developed better varieties for the west and will focus our message on all the qualities that make a gourmet bean - dark green color, straight pods that are not too long, and small internal seeds that are not apparent through the pod wall."

To participate or to get free copies of Asgrow's category management report, fax at Leo Zanoni at (616)372-7306 or leo.zanoni@svseeds.com. 

Asgrow Vegetables Seeds, a Seminis Inc. business [NASDAQ: SMNS], develops and markets over 1000 vegetable variety choices in 108 countries. Worldwide headquarters are based in Saticoy, California. 

Company news release
N2557