Green Giant® Fresh
Brand History
Green Giant® Fresh is the
nation's most trusted brand in produce. Offering over 50 varieties
of fresh fruit and vegetables grown by the nation's top growers,
Green Giant® Fresh delivers a high level of quality that
is unsurpassed by any other brand.
Company
History: Green Giant Fresh
- Late 1980’s – Pillsbury
experimented with fresh produce (salads, carrot acquisition
effort, licensed brand for sweet potatoes, corn, oranges
and apples—potatoes from Shelley Idaho) & conducted
market research
- 1989 – Grand Met purchased
Pillsbury
- 1994 – Pillsbury
divested produce business
- 1995 – The
Sholl Group I, Inc and Potandon was formed. Sholl Group I
owns equity in Potandon and is managing partner. Potandon
has rights for fresh potatoes and onions.
- 1995 – The Sholl Group
II, Inc was formed and acquired rights for all fresh produce
(except potatoes and onions)
- 2001 – General Mills
purchased The Pillsbury Company
- 2009 – Growers Express purchased licensing rights for Green Giant Fresh from The Sholl Group II
Green Giant® Brand History
The "Green
Giant" character was created in
1925 for the Minnesota Valley Canning Company and named after
a variety of particularly large peas. Inspired by folklore
and fairy tales, the Giant first appeared in advertising in
1928. No one dreamed that one day Green
Giant would become the company's name. Through the years,
he grew into a friendlier—and
greener—character, known for presiding over the vegetables
grown in his valley with a deep “Ho, Ho, Ho!” So
popular was the Green Giant that the company was renamed after
him. Today, the Jolly Green Giant is the third most recognized
advertising icon of the 20th century, behind Ronald McDonald
and the Marlboro Man. A 55-foot statue of the Giant stands
in Blue Earth, Minnesota, paying homage to his birthplace. Green
Giant and his helper, Sprout, live happily in their
valley growing vegetables picked at the peak of freshness.
Green Giant has been part of General Mills since 2001.
1903 Green
Giant® was founded in Le Sueur, Minnesota,
as the Minnesota Valley Canning Company
1907 Introduced
Early June Peas
1924 Introduced
Golden Cream-Style Corn
1925 With the introduction
of an unusually large pea, the Green Giant was born
1928 Original
Green Giant appears in advertising
1929 Green Giant
Niblets® Corn introduced (vacuum-packed)
1937 “Picked
at the fleeting moment of perfect flavor” introduced
into advertising
1950 Officially
becomes the Green Giant Company
1961 Frozen vegetables
introduced
 1963 Glass jar
vegetables introduced
1969 First
to introduce Frozen Corn on the Cob
1979 Green Giant® merged
with the Pillsbury Company
2001 General Mills
acquires Pillsbury & Green Giant®
About Sprout
The Sprout character was introduced in Green Giant advertising
in 1973. He is an apprentice to the Green Giant who helps the
Giant tend the vegetables in his valley. Curious and enthusiastic,
Sprout represents the voice of the consumer and learns from
the Giant’s wisdom.
More
About Green Giant
Visit the Green Giant area of BettyCrocker.com
Visit the Company section of GeneralMills.com
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