NatureSweet has launched a new marketing initiative called Hearts Behind the Harvest, spotlighting employees by featuring their names and stories on product labels.
The program is designed to celebrate frontline team members, deepen connection with customers and showcase the people who contribute to growing, packing and delivering NatureSweet products.
The company said the effort highlights the diversity of roles across its workforce. The initial class of featured employees spans operations, production, quality assurance and distribution functions across its nationwide footprint.
“We are proud to introduce the Hearts Behind the Harvest initiative, which celebrates the heart, dedication and skill of the people who grow, pack and deliver our products to tables across the country,” said Brian P. Sullivan, president and CEO of San Antonio, Texas-based NatureSweet.
“This program enables us to share the stories of our associates in a way that strengthens the bond between the people who make our products and the customers who enjoy them.”
NatureSweet said the first group of employees selected for the Hearts Behind the Harvest labels were chosen based on their years of service, leadership, innovation and commitment to product quality.
The company will rotate them periodically, with new label ambassadors selected to represent different regions, functions and stories.
NatureSweet said additional information about the featured employees and their stories is available through its digital and social media channels.
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