Baldor Unveils Urban Roots at 2024 New York Produce Show: Fresh Innovations and Bold Designs

Baldor at the 2024 New York Produce Show

Baldor plans to participate in the 2024 New York Produce Show at booth No. 401. The company has strong connections to this event and looks forward to it each year. “A lot of connections happen there,” said Jasmin Guleria, director of brand marketing.

New Brand Refresh for Urban Roots

Baldor will introduce a refreshed look for its house brand, Urban Roots. This brand offers fresh-cut vegetables and delicious salsas. The update includes new packaging and globally-inspired flavors. Guleria mentioned, “We’ve also reinvigorated the brand with new innovation and new positioning.”

Featured Products

At the show, Baldor will showcase new cantina-style salsas and a first-to-market line of Fruit+ snack packs. These packs will include options like Mango with Tajin and fresh-cut pineapple with a lemongrass lime leaf sauce. Guleria noted that these products elevate the fresh-cut fruit experience.

Booth Design

This year’s booth will differ from past designs. Guleria explained, “Our booth will lean heavily into the Urban Roots brand.” The new setup will feature bright orange colors and bold designs. Staff will wear bright orange shirts to match the theme.

Importance of the Show

As Baldor’s “home” show, many team members and vendor partners will attend. Guleria emphasized the importance of reconnecting with partners and showcasing Baldor’s fresh-cut division. The team will prepare by discussing their plans a few weeks before the event.

Networking After-Party

Baldor will host an after-party at the event. This gathering will invite vendor partners, customers, and potential clients. Guleria shared excitement about continuing this tradition, fostering connections within the industry.