The company is now extending its offering with the launch of frozen and refrigerated original and spicy pre-prepared guacamole, accompanied by a fresh marketing campaign for its range of avocado oils.
The Westfalia frozen guacamole range is available in seven Makro stores in Gauteng. Every frozen portion offers a three-year shelf-life and is 95 to 98% pure avocado in the original variant, or mixed with herbs and spices for the spicy variant. Blast frozen before packaging, the guacamole is available in 250g or 500g pouches.
Refrigerated guacamole in tubs is currently available in Pick n Pay Hyper and Checkers Hyper stores in Gauteng, with a national roll-out planned in early 2010. Each 200g tub is blast-frozen and sealed, and remains frozen until merchandised in fridges. Tubs and lids are sourced from Plastopil, Israel, while Cryovac supplies the film seal and Roll On Labels prints the self-adhesive labels for the tubs using FujifilmSericol inks.
Caption: Rudi King, regional manager (sales and marketing) for Westfalia, and Karen Stretch discuss the retail launch and advertising campaign planned for the new guacamole range.
The tub sleeves and eye-catching PE-coated box for the frozen range are designed by Vector Graphics and produced by Resolution Litho on a Komori press in four colours plus over-lamination.
Fresh focus on avocado oils
Westfalia’s range of premium avocado oils is already available at major food retailers countrywide. Avocado oil is rich in vitamins and minerals; and more than half the fat in avocados is monounsaturated, considered by food experts and dieticians to be among the ‘good’ fats.
With such health benefits, Westfalia is promoting consumer awareness by introducing a new below-the line advertising campaign and conducting live demonstrations both in-store and at food and health exhibitions across the country.
Rudi King, regional manager: sales and marketing, explains the rationale behind the latest campaign. ‘There’s a new focus on the culinary market at the moment. Our avocado oils are targeted at the LSM 6-10 category. These consumers are health conscious and keen to learn more. It’s important for us to run tastings in the market where consumers have an opportunity to try the product.’
Westfalia’s avocado oils are available in a 250ml or 500ml bottles in six flavour variants – chilli, mediterranean, lemon, original, basil and garlic.
To grab consumer attention in-store, Westfalia has chosen a slim-line classic style bottle from Consol Glass, complemented by shrink caps, colour-coded for each flavour. Each flavour is merchandised on-shelf in a particular order and the same visual phase is reflected in the advertising campaign.
The seven-colour labels for the avocado oil range are produced by KB Labels, Johannesburg. They’re printed on a PP white top sheet and UV-varnished on a Mark Andy 2200 using UV-inks from Flint Group Narrow Web.
WESTFALIA is a vertically-integrated fruit and fruit products supplier, specialising in avocado and mango processing and production.
The farmlands, situated on the slopes of the Drakensberg escarpment between Modjadjiskloof and Tzaneen, date back to the end of the 19th century. But the real success story began in 1929 with the vision of Dr Hans Merensky, one of South Africa’s leading scientists. When he purchased the farmlands, they were in serious disrepair, with once rich soil eroded and mountain streams dried up. It took ten years to transform Westfalia Estate into a verdant Eden with fertile soil, healthy crops, lofty timber and abundant streams.
On his death, Dr Merensky’s assets were transferred to the Hans Merensky Trust, leaving a legacy of social and environmental responsibility. The trustees were instructed to continue his work in agriculture, horticulture and forestry (specifically water and soil conservation projects), and the fruits of his legacy were to benefit the Trust’s employees.
The Hans Merensky Foundation was founded in 1973 in accordance with these directions, marking the establishment of the present natural resources group comprising the agri-business, Westfalia, and the timber business, Merensky.
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