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Tomato grower takes on social media


Social media holds a tremendous amount of potential for marketers looking to connect with consumers.

Just ask David Bell, chief marketing officer for Houweling’s Tomatoes, a greenhouse tomato grower based in Camarillo, Calif., and Delta, B.C.

Three months after creating a Facebook page, Houweling’s has well over 2,000 fans and the hits keep coming. And Houweling’s daily Twitter feeds have nearly 300 followers.

“Consumer interactions are increasing on a daily basis and the type of feedback reaffirms our belief that consumers are very serious about knowing who and where their food comes from,” says David Bell, Houweling’s chief marketing officer.

Unlike traditional marketing that delivers a one-way message in the form of a pitch, Bell explains that the Facebook page encourages a two-way conversation. “When effectively using social media, you are able to listen first, respond and create positive dialogue.”

A “re-invented” website anchors the new communications initiative by providing links to both Twitter and Facebook posts, as well as a a bi-weekly message from CEO Casey Houweling. “

We have an incredible story to tell––beginning with the craftsman’s care we put into growing each tomato, all the way to our commitment to environmental sustainability,” says Bell. “Who better to tell that story than the man behind the innovations?”

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