• by Larissa Faw , June 30, 2015

Single-origin food marketer The Real Co. has hired Greeley, CO-based POPThink Partners to raise awareness of several new products as they make their U.S. debut on grocery shelves, including Himalayan pink rock salt, white basmati rice, and organic raw cane sugar. 

POPThink is responsible for sales, marketing and in-store distribution and has hired Bender Group for PR and social media.  

“We are a company founded on the notion that transparency is vital, and that consumers have the right to know where their foods are from,” says Belal Elbanna, CEO of The Real Co. Inc. “The Real Co. foods come right from their source and offer best of class products at best prices.”  

The multifaceted campaign being orchestrated by PopThink includes social media outreach, in-store displays, as well as Web site and banner ads.

The social media strategy serves as the cornerstone, designed to support the brand's vision of bringing single origin non-GMO products to the U.S. by sourcing products globally and by partnering with farmers and growers who don’t have an established route to distribute their products. 

The campaign runs across Facebook, Twitter, Pinterest and Instagram with photos and news about products and “total transparency” in food. Alliances with Amazon.com and HealthyGoodness.com will promote the brand through traditional ad support. 

The creative tells the back story of the brand and the origin of the food. The three products state the exact farm of origin on the bag. The Real Co. White Basmati Rice, for example, is directly from Gujrat Punjab Farm, a Farid Co-op Farm. Every food item has the Non-GMO Project Verified seal with the tagline "Great Food Is Born Right Here." 

Founded in November 2013, POPThink's roster includes Lucky Clover Honey, Mistica Foods, Wild Gum and Classic Cooking.