NEW YORK — Baby-carrot farmers are launching a campaign that pitches the little, orange, crunchy snacks as daring, fun and naughtyjust like junk food.
A group of 50 producers hopes the “Eat ‘Em Like Junk Food” effort starting next week will double the $1 billion market in two or three years.
The goal is to get people to think of baby carrots as a brand they can get excited about — not just a plain old vegetable. A website, , features metal music and deep male voices chanting “Baby. Carrots. Extreme.”
On social-networking site Twitter, the campaign’s account suggests people eat them “like there’s no tomorrow (maybe there won’t be . . .).”
“This campaign is about turning baby carrots into a brand,” said Jeff Dunn, chief executive of Bolthouse Farms, the nation’s top baby- carrot producer, with 50 percent of the market and the most to gain if the market grows. “We think ultimately, long term here, we’re going to turn it into a very vital brand in the mind of consumers.”
The Associated Press
