The partnership begins in January 2020 and serves as a launchpad for future tech-focused retail partnerships for Ocean Spray, which hopes to continue to drive year-round versatility of cranberries.
"As we look to highlight the versatility of the cranberry year-round across different occasions, a partnership with HelloFresh was a perfect fit," said Chris O'Connor, vice president of marketing at Ocean Spray.
According to The Cranberry Marketing Committee, annual sales of cranberries (fresh, processed, and concentrate) exceeded 11 million barrels in 2018 compared to 7.9 million barrels in 2009. Fresh cranberries are available from September to January, while dried and frozen cranberries, along with cranberry juice and sauce, are available year round.
Ocean Spray’s cranberry sauce is currently featured in the HelloFresh Thanksgiving Box, a no subscription-required offering available during November.
"We're excited to partner with Ocean Spray, an iconic brand comprised of family-owned farmers who share the same passion for sustainability, flavor and quality as we do," commented Jens Reich, SVP of marketing at HelloFresh.
Beyond holiday occasions
As the holidays pass, Ocean Spray and HelloFresh will work together to introduce new recipes using dried cranberries throughout the year.
The Cranberry Marketing Committee noted that the cranberry’s nutrient profile as well as its North American roots can serve as strong year-round selling points – a serving of fresh cranberries contains 7 mg of vitamin C and is also a good source of vitamins A, K, C, an E. Cranberries (in juice or sauce format) can also be used in sweet and savory recipes such as BBQ sauce and cocktails.
In another effort to expand the market for cranberries, Ocean Spray introduced a new brand of plant-based beverages (some featuring cranberries) called Atoka as part of the North American cooperative's innovation incubator.