Consumers Eating up CMI’s American Dream® Program
American Dream, a patriotic program developed by CMI Orchards has set the lofty goal of unifying the nation with delicious, Washington-grown apples and cherries. “We decided to use our voice as a large fruit grower in Washington state, to deliver an uplifting, patriotic message about the service and sacrifices made by our troops and veterans to keep our nation strong and safe,” said George Harter, vice-president of marketing of CMI Orchards. “We have a link to people across America who are entering grocery stores every day.”
To increase the value of the message, the Wenatchee, WA-based fruit shipper gives a portion of the proceeds from the sale of each box sold to military and veteran causes — such as the Wounded Warrior Project — that are important to its retail partners. “We wanted to create a program that was powerful, proudly American, and inspiring,” said Rochelle Bohm, brand manager of CMI Orchards. “We’re truly honored that our program has taken off in such a big way.”
And take off it has. Just last month CMI Orchards was invited to attend the Made in America showcase at The White House in Washington, DC. “There was never any doubt in our minds that this was an incredible opportunity to be part of,” said Harter. “From the moment we received the call to represent Washington state at The White House, we set the wheels in motion to attend.” With only a matter of hours to respond and send products and displays to Washington DC, it took a full court press and a giant team effort on behalf of the CMI team to pull together their product display. The event showcased 50 companies, one from each state, ranging from giant corporations such as Airstream and Lockeed Martin, to mom-and-pop businesses.
“We knew our program would be a perfect fit for the event and it definitely stood out in the East Room of the White House,” said Harter. The cartons have been designed for apples and cherries and create impressive billboard displays. “One of the most surprising things to us was the reception in China,” continued Harter. “They love American Dream, and it’s been a resounding success for both of our export and domestic partners.”
Expect this program to continue building momentum and for CMI Orchards to have additional retail kits for use in alignment with major U.S. holidays. CMI will work with retailers to set up custom promotions for Veterans Day, members of the armed forces, and veterans. “We’re always enthusiastic about tailoring promotions to work for our customers’ needs — and that can include sponsoring military and veteran causes that are important to specific regions,” said Harter. “Whether it’s sending a cash donation in the name of the retailer, providing apples for causes, or sponsoring regional or national veteran or military events, we can work to create meaningful partnerships that give back to these ever-important causes.”
Article by Adam Campbell, The Produce News