DP Seeds approached seed distributor and GSM client Seedway for
help in introducing an exciting new item in a mature category:
Porcelain Doll, a naturally pink-skinned pumpkin. Weaving together
two highlights of the October calendar--Breast Cancer Awareness
month and Halloween--GSM worked with DP Seeds to launch a nonprofit
foundation with the mission of raising awareness and funneling a
portion of all pink pumpkin sales directly to breast cancer
research.
More than 50 growers have committed to grow the "new color for
fall" for the 2012 inaugural season; pink pumpkins will be offered
at more than 10,000 major retailers nationwide, including Wal-Mart,
Safeway, Supervalu, Kroger and Home Depot.
GSM has assumed a leadership role in the foundation, which will
operate with unsurpassed transparency as it works to meet the needs
of cancer researchers and retailers-while inspiring and delighting
consumers. GSM is also developing point of sale materials and
collateral, and managing the social marketing strategy and public
relations.
Website: www.pinkpumpkinpatch.org