PR: Tell me a little about how Cauliflower Crumbles came to market.LB: Being in the fresh value-added products business, we know consumers are time-starved, and want healthier meal options for themselves and their families but without sacrificing flavor or nutrition. Cauliflower has been a popular, on-trend vegetable for a few years now and we wanted to make it even easier for people to sauté, stir-fry, roast, bake and purée with this whole head vegetable that can be time- consuming and messy to chop up. Several variations of the cauliflower chop size were explored and tested during the development process. The ideal size and cut that was selected was found to be the perfect size to easily steam in bag for mashes or purées, but is also large enough to add some substance and texture to a variety of dishes.
LB: Because this was the original chopped cauliflower product in the marketplace, we had to make sure the retailers and, of course consumers, knew how to use it. It’s much more than a mashed veggie replacement for starchier potatoes.
We developed several recipes—both sweet and savory—with Cauliflower Crumbles, and featured these “sweets treats” at various shows and events nationwide in 2015 and 2016 showing the infinite usage possibilities. People marveled at the many applications we served up, from cauliflower mac n’ cheese and pizza crust to decadent chocolate cake, muffins and cookies.
We produced a handout to send to retailers to announce the product, educate them about its attributes and make sure they knew what it was so if/when consumers were requesting it, they would know what they were referring to. This, combined with our outreach efforts to market this unique product to consumers, would start to build in the ever-important familiarity factor.
Cauliflower Crumbles were a new idea in produce.What did the market think at first?
PR: What’s unique about your process?LB: The patented process, which covers harvesting, processing and proprietary modified atmosphere packaging design, delivers a product with consistent chop size, color, appearance and excellent shelf life; all of which ensures the ultimate in freshness and convenience to the consumer. Each
16-oz. bag is equivalent to one whole head of cauliflower and is ready-to-use with no prep, no mess and no clean up. And no waste!