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OPN Connect Newsletter 234 · September 9, 2021

Homegrown Organic Farms Goes Big with the "Mammoth Kiwi"


Homegrown Organic Farms is ready to make some big news in the world of kiwis—literally. The company will be introducing its new Mammoth Kiwi brand during the Organic Produce Summit in Monterey, CA, Sept. 15-16.

Stephen Paul, category director at Homegrown Organic Farms, described the Mammoth as a jumbo kiwi variety from Greece that Homegrown Organic Farms introduced last year, but without the Mammoth brand, which is a new initiative that is designed to help make these fruits popular across the country.

Stemilt September 2021

“It has a big wooly mammoth on the logo, so it’s going to have a character and identity to it,” Paul said. “The kiwis are massive, and kiwis are furry, so we decided to call it the Mammoth. It’s big on size; it’s big on flavor; and it’s big on nutrition; so we thought the name was ideal for it. We’re excited to get it launched.”

Stephen Paul, Category Director, Homegrown Organic Farms

He noted that the Mammoth is significantly larger than typical kiwis, comparing the difference in size from a standard kiwi to the Mammoth to the difference in size between a dime and a quarter. It will be available in single-layer, volume-filled, and one-pound clamshell offerings.

Organics Unlimited September 2021

“The kiwis are massive, and kiwis are furry, so we decided to call it the Mammoth. It’s big on size; it’s big on flavor; and it’s big on nutrition; so we thought the name was ideal for it.” -Stephen Paul

Establishing a brand and an identity creates expectations for customers, who after buying and enjoying the Mammoth Kiwi will want to have the same eating experience with repeat purchases, and Paul said people who buy the Mammoth can expect consistency.