The document outlines a marketing plan to develop and sell packaged blends of kale, apples, and carrots. It notes the recent boom in kale production and consumption as well as the popularity of juicing and blending kale. The business proposition involves nutritious 3-pack blends that provide accurate nutrition facts in a convenient, versatile, and natural format. The goals are to achieve $16 million in sales in year 1 by entering 500 California stores and expanding to 750 stores in the PNW by year 2 with a 50% increase in sales revenue. Tactics include education, sampling, trade shows, blogs, and social media campaigns. Progress will be monitored through sales data and social media analytics.

2. Parameters
 Create a marketing plan that includes
multiple commodities
 Ensure that proposal can transcend product
lines and be applied to additional
commodities

3. Kale
 Recent agricultural boom has centered
around kale and other superfoods
 From 2007 to 2012 US kale production
increased 57%
 250+ kale products currently on the market

4. Juicing and Blending
 Major driver in kale sales
 Searches for kale recipes have nearly
quadrupled in the last two years
 Oprah Winfrey, Bill Clinton, Beyonce,
Jennifer Aniston, Gwyneth Paltrow, etc.

5. Value-Added Produce
 Consumers pay a premium for convenience
and versatility
 Kale has become a value-added star
 Consumption and usage of kale predicted to
rise over the next 5 years

6. Competition
Packaged Produce Juices

7. Weaknesses
Packaged Produce
 Consumers must find their own
way to use ingredients
 Food must be weighed to find
exact nutritional facts
Juices
 Bottled juices lack the fiber
found in shakes
 Healthy live enzymes are lost
 Preserving agents detract from
all natural positioning
 Pasteurization

8. Business Proposition
 Nutritious packaged blends of kale, apples,
and carrots
 3 individual packs with each pack giving
accurate nutritional benefits
 Selling price of $8.97 per unit
 Convenient and versatile
 No nutrition lost
 All natural

9. Goals
 Achieve $16 million in total sales revenue in
year 1
 Gain entry into 500 stores throughout
California in first year
 Increase availability to 750 stores by end of
year 2 with sales extending into PNW
 Increase sales revenue by 50% during
second year

10. Tactics
 Reach consumers through brand awareness
product education, and sampling
demonstrations
 Trade shows, food blogs, and athletic events
 Radikale recipe contests
 Social Media

11. Monitoring and Measurement
 Assess the accuracy of revenue projections
through sales data
 Use sales data to assess which
geographical areas and demographics are
most promising
 Monitor social media trending and mentions

12. Additional Information
 Projected unit and packing costs for
ingredients are $1.68 and $0.70 respectively
 Promotional expenses are $200,000 divided
between product merchandising, social
media management, event sponsorships,
and product giveaways

13. Fresno State
Agriculture
Marketing Team
Ross Denice Jacob Vazquez
Lexa Freitas
Jason Oh David Jaime Kari Ball