NatureSweet has launched a new marketing initiative called Hearts Behind the Harvest, spotlighting individual 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 directly to growing, packing and delivering NatureSweet products.
NatureSweet said the effort highlights the diversity of roles across its workforce and puts the faces behind its produce front and center for shoppers. The initial class of featured associates spans operations, production, quality assurance and distribution functions across the company’s 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-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 associates 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 featured associates periodically, with new label ambassadors selected to represent different regions, functions and stories from the NatureSweet family.
The release said Faces Behind the Harvest aligns with NatureSweet’s “People First” philosophy, which seeks to honor the contributions of team members at all levels and elevate their visibility both internally and with consumers. The program reflects an emphasis on culture, recognition and connection to product quality – key differentiators in the competitive fresh produce market.
NatureSweet said additional information about the featured associates and their stories is available through its digital and social media channels, enabling shoppers to learn more about the individuals behind the brands they trust.
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