Green Giant Rated Number 1 Icon of 20th Century - Recognized by 96 Percent of Consumers

We decided to increase the size of the Green Giant because the Green Giant brand is recognized by 96 percent of consumers and has tremendous brand equity, as well as now delivering first rate on-shelf shop-ability.

10/09/08 The famous Green Giant is getting bigger than ever with a new look on Green Giant Fresh produce packaging. The Sholl Group II, a pioneer in the fresh produce industry and marketer of select Green Giant Fresh produce products, is changing the packaging and increasing the size of the Jolly Green Giant on all of its Green Giant Fresh products in grocery stores nationwide. In a move that will completely take advantage of the immense equity and recognition of the Green Giant, the top third of the packaging is now devoted entirely to the Green Giant, his logo and his valley.

"We decided to increase the size of the Green Giant because the Green Giant brand is recognized by 96 percent of consumers and has tremendous brand equity, as well as now delivering first rate on-shelf shop-ability," said Darci Eckermann, senior vice president of The Sholl Group. "It is synonymous in consumers' minds with quality, freshness and trust." The Green Giant, which was born in 1925, was rated the Number 1 icon of the 20th century. Research shows the Green Giant brand appeals to the entire family and offers healthy, high quality produce that tastes great.

The Green Giant Fresh line of products includes fresh vegetables and fruits under the well-known Green Giant Fresh brand, all of which provide consumers with fresh, healthy, convenient food that tastes great. The product line includes:

-- Green Giant Fresh Steam Line, previously called Freshtables, are vegetables with chef created sauces that come in a unique steaming bag which allows consumers to steam them perfectly in a microwave in about two minutes;

-- Green Giant Fresh Stir-Fries, premium cut fresh vegetables with sauce packets included and consumers have the flexibility to add chicken, shrimp or beef;

-- Green Giant Fresh Cut Vegetables, fresh cut vegetables in a steaming bag, making it easy for consumers to steam or create their own vegetable trays, mix into salads, add to pasta, or eat on their own; and

-- Green Giant Fresh branded fruits and vegetables, available in a wide variety such as berries, citrus, kiwi, tomatoes, lettuce, asparagus, green beans, mushrooms, broccoli, cauliflower, potatoes, sweet potatoes, onions, carrots, spinach, vegetable trays, etc.