SACKING THE GREEN
Culinary Collective, the parent company of
Spanish food brand Matiz España, has launched
an “up-cycling” recycling program where consumers send in three empty Matiz Paella Rice or
Bomba Rice cloth rice sacks and receive a free
Matiz Rice Shopping Tote made from up-cycled
According to company officials, the eco-friendly
tote bags are handmade in Seattle from sturdy
USA-made canvas, with an up-cycled Matiz Rice
cloth sack forming a pocket on each side.
Each bag of Matiz Paella and Bomba Rice will
have a special tag promoting the program with instructions on how consumers can receive their free tote. Additional details are posted on the company’s
“We have been hearing for years just how much people love our uniquely
beautiful Matiz Paella Rice cloth packaging, and being a certified B Corp.
responsible business made us think about how much we might creatively
re-use them in a way that both reduces waste and rewards our customers,”
says Betsy Power, owner of Culinary Collective, based in Lynnwood, Wash. “The
result is both stylish and functional.”
According to Power, Matiz Paella Rice from Spain is grown in the rich soils of
the national L’Albufera Nature Preserve in Valencia. Both the paella and bomba
rice varieties are ideal for paella and risotto. The short grains have high absorp-
tion rates allowing them to soak up and hold the flavor in rice dishes. To ensure
freshness and quality, Matiz rices are packaged in a cloth sack.
Wild About Private Label
At SHOP ‘n SAVE stores, sales of Supervalu’s private label Wild Harvest
free-from and organic food line are going just plain wild after the Pittsburgh
area chain forged a partnership with local business owner and Chef Lisa
Hegedus, who was brought on as a spokesperson for the brand.
Hegedus, owner of the Caffe Barista restaurant in downtown Greensburg,
Pa., conducted in-store cooking demonstrations using Wild Harvest products
at SHOP ‘n SAVE’s Pittsburgh Street store in Greensburg. The demonstrations
were posted to Facebook and Hegedus wrote about them in her blog.
She made 12 recipes utilizing Wild Harvest ingredients, including Farmhouse
Chili and Savory Cornbread Muffins. The promotion was a hit on social media,
prompting 271 engagements (likes, comments, shares), 65,904 impressions and
14,926 video views.
The partnership came about after Hegedus catered an event for the company
and she started talking with a SHOP ‘n SAVE advertising manager and mentioned that she uses Wild Harvest in some of her recipes.
It ran from September 23, 2016 through December 2 and sparked a 24 percent increase in Wild Harvest sales over the previous year.
“All of the content created during the relationship was promoted via our digi-
tal platforms,” says Don Fabian, senior merchandiser at SHOP ‘n SAVE, based
in New Stanton, Pa. “All of the recipes and blogs penned by Chef Lisa were
placed on our website in addition to our Facebook page. We also developed
recipe videos in addition to Facebook Life videos during our in-store dem-
onstration to further extend the event to our Facebook fans who couldn’t be
there in person.”
SHOP ‘n SAVE began stocking Wild Harvest in 2008 and Supervalu
refreshed the brand in 2015.
“Now, two years later, we’re still placing a great deal of emphasis on the
Wild Harvest product line in our advertising efforts—we even have a desig-
nated block in our circular each week,” Fabian says. “It’s working. We’re con-
tinually experiencing sales growth week after week.”
The campaign is expected to continue.
“As we saw success with the initial launch with Chef Lisa, we definitely
plan to continue this into 2017 through content creation and in-store events,”
Fabian says. “Chef Lisa’s dynamic personality and expertise proved to resonate
with our customers, making her an excellent fit for an ongoing partnership.”