From:The Packer

By partnering with produce companies and commodity groups, Tajin Seasonings entices consumers to try new approaches for preparing and eating fresh fruits and vegetables. (Photo courtesy of Tajin)

Tajin Seasonings is celebrating its 30th anniversary this year and plans to continue to partner with fresh produce companies and retailers to boost flavor profiles and consumption of fruits and vegetables.

“We love to encourage consumers to eat healthier through fresh fruits and vegetables and take great pride in the fact that consumers worldwide enjoy their favorite produce items each and every day seasoned with one of our many Tajin products,” CEO Aldo Fernandez said in an Oct. 15 news release.

Tajin’s signature seasoning mix includes Mexican chili, limes and salt. Horacio Fernandez, company president, founded the business on the traditional blend of seasonings in Guadalajara, Mexico, in 1985. Exports to the U.S. began in 1993, according to the news release.

This apple cross promotion is an example of how Tajin partners with produce companies and commodity groups to boost retailers' sales in the produce aisle. (Photo courtesy of Tajin)

“Now, 22 years later, Tajin is distributed across North America to ethnic, local, regional and national retailers and in club stores. It is primarily sold in produce departments due to its popularity as a seasoning for fruits and vegetables,” according to the news release.

The pairing of Tajin seasoning and fresh produce spurred a number of promotional partnerships over the years, including work with companies such as Grant J. Hunt Co., Stemilt, Borton Fruit, Chelan Fresh, Stone Ridge Orchards, Kingsburg Orchards and Taylor Farms, according to the release.

Produce industry commodity groups have also joined Tajin for promotional activities, including programs for the National Mango Board, Pear Bureau Northwest, New York Apple Commission, and the National Watermelon Board, according to the release.

Tajin plans to have a booth in the Mexico Pavilion at the Produce Marketing Association’s Fresh Summit in Atlanta, Oct. 23-25.