Cookin’ Greens® entered the Canadian market in 2009.
We launched this innovative frozen vegetable brand 14 Sobey Urban Fresh locations within the GTA (Toronto, Ontario) and at the time of sale to Zast Foods in August 2016, the brand was listed in over 1500 unique stores nationally within a variety of channels including Independents, Traditional grocery chains, Club and Foodservice.
What is Cookin’ Greens? (www.cookingreens.com)
Cookin’ Greens is a full range of flash-frozen dark-leafy greens that are farm picked and within hours of being harvested are washed, blanched, chopped then flash-frozen for your convenience, locking in flavour and all their nutritional benefits.
I developed the brand with the intent of bringing meaningful, health and wellness centric products to life and offering the consumer something fresh within the frozen vegetable aisle. We three key brand attributes were:
Taste, Convenience and Value.
Toby in the fields heading to the freezers! (Grimsby, Ontario 2013)
Product Line:
Conventional Range: (All Natural)
Athlete’s Mix (A blend of: Collards, Spinach, Kale, Sweet Red Pepper & White Beans)
IQF Artichoke Hearts –
Designer’s Mix (A blend of: Spinach, Collards, Rapini, Yellow Beans & Onions)
Artist’s Mix (A blend of: Collards, Spinach, Mustard Greens, Yellow Squash & Onions)
Certified Organic (Eco-Cert) Range:
IQF Organic Kale, Butternut Squash & Quinoa
IQF Organic Kale, Sweet Corn & Peas
Along with my committed support team, we proudly took the Cookin’ Greens brand as far as we could and in turn, this innovative health and wellness centric national brand was purchased by Zast Foods in 2016.
Trade Show Management
Through The Toby Brand®, I have extensive experience in trade show management, having worked with many brands and product lines over the years. I sourced and selected the trade shows, organized all of the show details, and managed the final execution. I believe in the importance of trade shows, as they offer a venue for many other “soft” brand building benefits — sampling, coupon dispensing, contests, social media engagement, and the increasingly-important face-to-face interactions between entrepreneurs and customers.
