35th Annual Marketing Excellence Awards Winner: BrightFarms

Promotion

Follow The Sun Booth Exhibit

Strategy

BrightFarms, an indoor farming company and provider of locally grown packaged salads, currently operating an expanding network of high-tech sustainable farms in Virginia, Ohio, Pennsylvania, North Carolina, New Hampshire and Illinois, partnered with Ten Acre Marketing to launch its rebrand to the trade through exhibiting at IFPA’s inaugural Global Produce & Floral Show in October 2022, and SEPC’s Southern Exposure in March 2023. The effort started in June 2022 and ran through March 5, 2023.

BrightFarms’ rapid growth and expansion plans were showcased during the 2022 IFPA Global Produce & Floral Show in the company’s largest booth footprint ever. In addition, BrightFarms showcased its new Crunch Kits at the show, amplifying its position as a category leader within the indoor growing space, being the first major indoor grower to launch salad kits.

Results

The best way to measure a product launch during a trade show is through retail reaction. BrightFarms’ booth was packed from corner to corner throughout IFPA’s two-day show in Orlando. Buyers shared their enthusiasm for BrightFarms’ expansion plans as well as the new salad kits, which are now available in stores up and down the East Coast and Midwest.

BrightFarms felt the IFPA booth was a success and chose a similar strategy in a smaller footprint to continue the excitement for its expansion plans. Exhibiting at SEPC’s Southern Exposure in March 2023, BrightFarms focused on its Georgia groundbreaking, taking place in the summer of 2023. Buyers were once again impressed with the growth of the company and the booth traffic spilled into the aisle for the duration of the show.