Raley’s Tells A Story With Private Brand Salads

Raleys Salads frontCalifornia based grocer Raley’s has introduced a redesign of its Private brand fresh bagged salads.  Each bag has a story that begins with a seed, a piece of land, and the desire to put fresh, flavorful salads on the dinner table.  The redesign brings to life the story Raley’s fresh salads in a aspirational and compelling way.

According to the Raley’s official blog:

Our lettuce plants are very delicate.  These tender leafy vegetables do not just grow anywhere.  They grow best in a climate with moderate temperatures, not too hot or too cold.  Our growing partner carefully selects each of our seasonal growing regions so that they can grow your favorite lettuces consistently, year round.

Our supplier partner’s primary growing region is located right in the central coast region of California, Salinas Valley.  This bountiful stretch of land is where our supplier partner’s story began back in 1926.  Because of its ideal climate and fertile soil, the Salinas Valley, referred to as the Salad Bowl of the World, is where a large percentage of the nation’s lettuces are grown.  Cradled between the Gabilan and Santa Lucia mountain ranges and carved out over time by the Salinas River, this beautiful valley is truly a gift from Mother Nature.  We harvest lettuces from this valley from a majority of the year, April through November.

Another location where the lettuces grow is in a small farming town within the great Central Valley of California in Fresno County, Huron.  This is another huge agricultural region of the U.S., located just south of the Salinas Valley on the eastern side of the Gabilan Mountains.  Although Huron is much warmer than Salinas in the summer, the spring and fall are quite similar.  That is why we spend part of the spring and fall in Huron when the weather is best for growing fresh, flavorful lettuce.

Imperial, CA is located in the southeast corner of the state, “where the sun spends the winter,” allowing our partners to grow in this region during winter months.  Between the sun and the irrigation from the Colorado River, farmlands are able to flourish on this desert terrain.  With the Palo Verde Mountains rising in the northeast, it’s not surprising that the name means, “befitting an emperor or an empress”.  It is certainly befitting delicious lettuce.

Our Raley’s bagged salads are the ultimate in freshness, tenderly rushing lettuces from the field to coolers within hours of harvest.  Also, our salads are thoroughly washed, rinsed and gently dried, then sealed in a breathable bag to keep their just-picked freshness without preservatives.  Why not pick up a bag (or two!) from a variety of ten choices and add salad as a side to your meal or as your main dish.  You won’t be disappointed!

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.