Summary:

In this episode of The Produce Moms Podcast, host Lori Taylor welcomes back Karen White, Vice President of Marketing Operations at Grimmway Produce Group, for a conversation about the company’s first-ever back-to-school baby carrot campaign. Karen shares how Grimmway approached the back-to-school consumer journey, the packaging and social activations behind the launch, and the early retailer and consumer response. Lori and Karen dig into why seasonal marketing is such a powerful (and underused) tool for everyday produce items, how Grimmway balances regional back-to-school timing across the country, and how the company is addressing consumer priorities around food safety, convenience, and value-add. The conversation closes with a look at emerging trends shaping produce demand, including the rise of GLP-1 medications and functional foods, and how Grimmway is giving back to the communities it serves.

Takeaways:

•  Grimmway Produce Group launched its first back-to-school baby carrot campaign, combining limited-edition, chalkboard-style packaging with digital and social activations.

• The back-to-school season represents a massive consumer opportunity: the National Retail Federation puts 2026 K-12 spending at $43.3 billion, with Deloitte estimating $30.4 billion; college spending reached a record $103.5 billion.

• Early retailer reads show positive category growth for participating stores less than a month into the campaign, with more activations planned throughout the year.

• The campaign spans Grimmway Farms’ conventional and Cal-Organic one-pound baby carrot lines, supported by secondary merchandising and recipe-driven digital content.

• Regional back-to-school timing varies widely (California starts mid-August; Wisconsin starts after Labor Day), so Grimmway staged the product in distribution from early August through September to cover the full window.

• Food safety is Grimmway’s top priority; products are grown and packed in the USA, and packaging highlights pre-washed, ready-to-eat convenience.

• Consumer trust and education are increasingly shaped by social media, especially amid recent food-safety headlines affecting raw produce.

• The rise of GLP-1 medications is reinforcing a ‘food density’ mindset among consumers, elevating interest in fresh produce as a high-value, high-nutrition calorie source.

• Nutrient and health claims on produce packaging are tightly regulated, limiting how companies can market vitamins and functional benefits.

• Grimmway recently donated 2,400 backpacks to local communities as part of its broader commitment to community giving.

Chapters:

00:00 – Welcome & Introducing Karen White of Grimmway Produce Group

02:15 – About Grimmway Produce Group: Carrots, Tomatoes & Cal-Organic

03:42 – Why Back-to-School Is a Natural Fit for Baby Carrots

05:53 – The Size of the Back-to-School Market (NRF & Deloitte Stats)

08:06 – Early Results: Retailer & Consumer Response to the Campaign

10:01 – Inside the Campaign: Packaging, Social & Digital Activations

12:20 – Navigating Regional Back-to-School Timing Across the Country

14:21 – Why Produce Is Perfectly Positioned for Seasonal Marketing

15:48 – Making Baby Carrots an Everyday Lunchbox Staple

19:15 – Food Safety, Value-Add Convenience & Consumer Trust

24:05 – Watching the GLP-1 Trend and the Rise of Functional Foods

28:13 – Closing Thoughts & Grimmway’s Community Giving

Resources:

Website: Premium Carrots Grown in the USA | Grimmway Farms® 

Facebook: Facebook 

Instagram: Grimmway Farms (@grimmwayfarms) • Instagram photos and videos 

YouTube: Grimmway Farms – YouTube