Creta Farms™ U.S. LLC Brings The Mediterranean to Philadelphia
Local business partners with Greek company to launch CRETA FARMS Gourmet EVOO Deli Meats™ – the nation’s only deli meats infused with heart-healthy extra virgin olive oil.
Lansdale, PA. (March 2008) – Local business CRETA FARMS™ USA, LLC has partnered with CRETA FARM Greece, to launch a new line of deli meats in the U.S., bringing a slice of the Mediterranean to Philadelphia-area palates with its introduction of CRETA FARMS Gourmet EVOO Deli Meats – the nation’s only deli meats with heart-healthy extra virgin olive oil.
CRETA FARMS USA, LLC will introduce the popular European products in this region through grocery store chain, Acme Markets, and other local independent retailers, in May.
“We are excited about this launch because we know the product is really going to connect with consumers,” says Wayne Marchant, President of CRETA FARMS USA. “We’re combining the healthy flavors of the Mediterranean with the tasty traditions of the American deli.”
The appeal of the products, which are also being made available to smaller chains and independent retailers is predicated on the growing importance of nutrition to consumers and their interest in premium foods – a market that’s projected to grow to nearly $100 billion by 2010. With the Mediterranean lifestyle gaining a stronghold in the States, the EVOO meats are predicted to win over consumers looking for the perfect marriage of high-quality, heart-healthy deli meats that taste great.
“We know that many customers are looking for ways to incorporate heart-healthy ingredients like extra virgin olive oil into their meals,” says Paul Bulman, Marketing Vice President of CRETA FARMS U.S. “The CRETA FARMS Gourmet EVOO Deli Meats are a delicious way for them to fulfill that desire without sacrificing taste.”
Using a unique process that’s been patented in 90 countries, much of the saturated fat is removed and then replaced with EVOO. In addition to using hand-trimmed, premium lean meats, CRETA FARMS sources the finest EVOO from the Isle of Crete, produced from high-altitude, hand-picked olives that are cold pressed within 24 hours of harvest to ensure consistency and freshness.
This new venture was made official after nearly two years of exploration. As the largest full-line, vertically integrated pork producer in Greece, Creta Farm Greece had enjoyed enormous success with En Elladi Gourmet, the EVOO deli line launched in 2000 that helped the company realize double-digit growth over a five-year period. After deciding to break into the U.S. market, Creta executives conducted extensive market research and discovered they would benefit from the help of a U.S. partner who understood Americans’ unique flavor expectations. They eventually chose Clemens Family Corporation, one of the nation’s oldest family-owned marketers of value-added pork products. Recognizing that the growth in healthy foods was outpacing that of the deli category by a sizable margin, executives at the local company jumped at the opportunity. As per the arrangement, Creta Farm Greece is contributing the brand name, technology, and exclusive use of the patent rights, while Clemens Family Corporation is bringing its production know-how and facilities, wide distribution network and customer support services to the joint venture.
CRETA FARMS USA is embarking on one of the largest brand building and consumer awareness campaigns in the deli category, with nearly $1 million in media spending in year one. This campaign will combine radio, outdoor advertising, in-store, and online promotion, and an aggressive public relations drive as part of its five-year plan.
“We know from research that consumers are ready for this, and they’ve already given the products high marks for flavor in our taste tests,” says Paul Bulman, Vice President of Marketing for CRETA FARMS USA. “With the right positioning, we can bring excitement and growth to a mature category.”
EVOO has been made popular in America by today’s leading chefs and television food personalities. Nutritionists recognize the oil as being an important saturated fat replacement, increasing good cholesterol and antioxidant compounds in the blood while boosting metabolism and delivering a delicate flavor to foods. EVOO contains monounsaturated Omega-3 fatty acids (considered “healing fats”), natural antioxidants and high-density lipoprotein (the “good cholesterol”). Studies have shown that people can reduce their risk of heart disease, gallstones and colon cancer by replacing saturated fats in their diet with monounsaturated fats.
Varieties of CRETA FARMS Gourmet EVOO Deli Meats include:
• an oven-roasted turkey breast bursting with home-style goodness
• a hickory-smoked turkey with the light taste of wooden embers
• a tender cooked turkey breast brimming with natural flavors
• a black forest ham with just the right touch of sweetness
• an extra-lean cooked ham that celebrates pure flavorings
• an old-world hardwood smoked ham with accents of hickory
• a succulent, medium-rare gourmet roast beef featuring the perfect blend of herbs and zesty seasonings
• a savory gourmet bologna like no other
The American Heart Association certifies all of the CRETA FARMS turkey, ham, and roast beef products heart-healthy. After the local launch, the campaign will roll out in selected states throughout the East Coast before making its way west.