Following successful excursions in 2017 and 2018, Envy is attracting an even greater following thanks to an enhanced three-month, multi-state sampling tour. The 2019 Roadshow perfectly delivers the “break away from the everyday” experience for which Envy is known through an all-new setup that includes relaxation stations, a prize vending machine and photo backdrop that encourage social media engagement — and even live music at several stops.
The roadshow got off to a splashy start at the South Beach (Miami) Wine & Food Festival, Feb. 20-24, where Envy brand ambassadors served samples and prize-winning opportunities to the more than 24,000 foodies in attendance. The East Coast leg of the Roadshow runs through April and will follow the coast northward, with stops at retail stores in North Carolina, the Washington, DC, metro area, Pennsylvania, and New York City, among others. The California leg also runs through April and will cover major markets and retailers throughout the state.
“’Bite and Believe’ is Envy’s tagline due to our confidence that one bite of an Envy will win over consumers to the sweet, crisp, slow-to-brown apple,” said Chris Willett, general manager of T&G Global’s Enzafruit Products Inc. division. “There’s no better way to drive trial of our apples than to hit the road and meet consumers at popular events where they congregate, and in-store where they can immediately purchase Envy — a big win for our retail customers, as well.”
Envy and its sales agent partners — Oppy, CMI Orchards and Rainier Fruit Co. — are also coordinating promotional ads and specials, in-store displays, and a nationwide Ibotta rebate offer to align with the Roadshow events.
“Our customers have been enthusiastic about partnering with us on Envy Roadshow events,” said Aaron DeHerrera, marketing manager for Rainier Fruit Co. “Not only does the Roadshow deliver an exciting experience for their shoppers, but it also spurs incremental sales that tend to last well beyond the actual event.”
Envy is a trademarked apple brand owned by T&G Global headquartered in New Zealand. Working alongside T&G and offering Envy apples, are its three in-market sales agents, Oppy, Rainer Fruit Company and CMI Orchards.
