PLANTERS KICKS OFF 2011 "NATURALLY REMARKABLE" CAMPAIGN
Unveils Designs for PLANTERS GROVES in Four U.S. Cities and New Biodiesel Nutmobile at Global Green
LOS ANGELES – February 23, 2011 – Planters, America's leading snack nut brand, kicks off its 2011 "Naturally Remarkable" campaign today at a sustainability showcase hosted by Global Green, a leading environmental organization. The brand unveils plans in 2011 to transform unused land into natural, green spaces – called Planters Groves – in four U.S. cities. Also debuting at Global Green is a new biodiesel Planters Nutmobile, which will tour the country and appear at each Planters Grove event.
"We couldn't imagine a better way to celebrate our ongoing sustainability efforts than with Global Green, one of the most respected environmental organizations," said Jason Levine, senior director of marketing for Planters. "During this tour, wherever we go and whatever we do, Planters intent is to leave these communities more 'Naturally Remarkable' than when we found them and to plant something forward for future generations to enjoy."
Planters Groves: Part Art, Part Urban Revitalization
Designed by renowned landscape architect Ken Smith, Planters Groves will transform vacant land into peanut-shaped urban parks that can be enjoyed by the community. Part urban revitalization, part art, these first-ever public spaces use locally reclaimed materials and native trees and plants from the legume family. The designs for each park will capture the unique flavor of its city – with a statue of the iconic Mr. Peanut seated at a bench to create a charming landmark for the space.
Planters Groves will be built by The Corps Network, the nation's Service and Conservation Corps. The Corps Network is responsible for enrolling more than 30,000 youth in community service, job training and education and engaging 264,000 community volunteers across the country annually. Inaugural Planters Groves will be developed in New Orleans, Washington, D.C., San Francisco and New York City. The Corps Network's local member Corps will lead the maintenance, ongoing programming and seasonal planting with community partners. The first Planters Grove will open in New Orleans' historic Central City neighborhood.
Sally Prouty, president and CEO of The Corps Network, said, "Today more than ever, it is important that we all come together to make a collective impact in our communities." She added, "We are excited to be working with Planters, our local member Corps and community partners and believe our work together will serve as a model of public/private partnerships."
A New Planters Nutmobile
Inspired by how peanuts naturally give back to the earth1, the new biodiesel Planters Nutmobile uses environmentally-conscious materials and harnesses the power of sunlight and wind. Solar panels on the roof, a wind turbine and a biodiesel generator provide energy for tour stop needs. Interior lighting is provided by low-energy LED lights, with reclaimed wood used to create the flooring.
The Planters Nutmobile will appear at all Planters Groves events and travel to an additional 12 cities to encourage Americans to grow stronger communities by volunteering through The Corps Network.
As a part of the tour, Planters is teaming up with the NCAA®'s "68 Courts in 68 Days" initiative during the 2011 NCAA Men's Final Four® to revitalize a basketball court in Houston, Texas. Planters will unveil its 67th Court as part of the NCAA's "Community Initiative Day" on March 31.
To follow the Planters "Naturally Remarkable" tour, get exclusive updates and learn how to participate, please "Like" Mr. Peanut on Facebook at www.facebook.com/mrpeanut.
About Planters: Planters, America's leading snack nut brand, has a long history of pioneering industry firsts. This inventiveness is delivered through a diverse portfolio of nutritious and delicious plant-based snacks such as peanuts, cashews, almonds and other nuts. Planters NUT•rition offers a distinctive line of nut mixes that focus on specific nutritional needs. Planters almonds and pistachios are roasted with real herbs and spices, delivering extraordinary flavor. Planters Trail Mix blends roasted nuts, delicious fruit and other wholesome ingredients to help fuel an active lifestyle.
About Planters Sustainability: Planters has made considerable investments in greening their facilities through energy and water conservation, as well as waste reduction. As part of its brand citizenship, Planters has committed, in collaboration with The Corps Network, to developing green, natural spaces called Planters Groves across the U.S. The brand's commitment to nut farmers is extended through the African Cashew Alliance (ACA), an initiative to improve cashew production, sustainability practices and increase the cashew-related income of 150,000 cashew farmers by 2012.
About Kraft Foods: Northfield, Ill.-based Kraft Foods Inc. (NYSE: KFT) is a global snacks powerhouse with an unrivaled portfolio of brands people love. Proudly marketing delicious biscuits, confectionery, beverages, cheese, grocery products and convenient meals in approximately 170 countries, Kraft Foods had 2010 revenue of $49.2 billion, more than half of which was earned outside North America. Eleven of the company's iconic brands - including Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia and Trident - generate revenue of more than $1 billion annually, and 40 have been loved for more than a century. A leader in innovation, marketing, health & wellness and sustainability, Kraft Foods is a member of the Dow Jones Industrial Average, Standard & Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability Index. For more information, visit www.kraftfoodscompany.com and www.facebook.com/kraftfoodscorporate.
1Peanuts enrich the soil with nitrogen as they grow, so farmers can use less fertilizer for other crops planted in the same plot.