Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables

Review of Product Sub-Category

This report will address the activities of Birds Eye Foods and its competitors in the frozen food industry. The frozen food industry contains many product sub-categories, but an area of particular interest is vegetables. I will seek to analyze and discuss Birds Eye’s frozen vegetables product line. Frozen vegetables has for a long time been a very popular product sub-category within the frozen foods industry. Products included are frozen peas, corn, green beans, broccoli, cauliflower, carrots, mushrooms, and potatoes, amongst others. Direct competitors to Birds Eye Foods include Green Giant, Del Monte, and various in-store private label brands. The largest competitor brand, Green Giant, competes directly with Birds Eye Foods’ frozen vegetables on grocery store freezer shelves. Birds Eye began selling frozen vegetables in 1930[1] and Green Giant began in 1961.[2] Given Birds Eye’s role in founding this sub-category, the company naturally wields the advantage of experience over Green Giant. The following environmental scan outlines the frozen vegetable activities of these two companies.

Competition within the frozen vegetables sub-category of products is difficult to classify. Birds Eye Foods and Green Giant are the two major players in the field, however there are an unknown number of competitors that sell private-label products. Often, these products appear as store-branded frozen vegetables, and they often are a cheaper alternative to the two major national brands listed above. Because Birds Eye Foods and Green Giant dominate the market so heavily, they form an oligopoly-style of competition.

Frozen vegetables actually compete with fresh vegetables because of the technique used to preserve them. A flash-freeze process is used on the frozen vegetables through which freshness and moisture can be locked into them. Sometimes, the flash-freezing process can occur just hours after the vegetables have been harvested, meaning that when thawed, they are actually fresher than typical grocery store fresh vegetables, which have often been transported significant distances before reaching store shelves. With this knowledge, consumer attitudes about frozen vegetables have changed to a more positive understanding of the flash-freezing technique.

Despite recent developments in the economic forces surrounding the United States, the sub-category of frozen vegetables has actually experienced slight growth.[3] A possible explanation for this could be consumers’ busy lifestyles. When they are busy, consumers don’t have nearly as much time to prepare home-cooked meals, and instead are looking for something easy and quick to prepare. This social trend pairs up well with the fact that many of Birds Eye Foods’ frozen vegetables can be prepared using a microwave oven. To capitalize even further on these changing consumption patterns, Birds Eye Foods and Green Giant have both introduced lines of frozen vegetable products with value-added features, including various flavors and preparation techniques. Consumers have the ability to prepare a plethora of frozen vegetable-based meals right in their original packaging from the store, using only a microwave oven. It is the convenience utility that consumers seek to fulfill when they purchase these products, and with limited preparation time required, it’s easy to see why purchases by busy people have boosted sales of these products.



Other posts on Birds Eye:
Birds Eye Foods Memo, Competitors, Brand, Summary of Frozen Vegetables Market
Birds Eye Foods Brand Analysis and Comparison with Competitor Brand: Target Market Segmentation Strategy
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables-- Distribution
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables-- Promotion
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables-- Pricing
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables-- Product Positioning and Strategy
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables-- Brand Recommendations
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables, Full Report
Brand Analysis Report: Birds Eye Foods Frozen Vegetables; Review of Product Sub-Category
Annotated Bibliography for Birds Eye Foods’ Frozen Vegetables, Full Document
Annotated Bibliography for Birds Eye Foods’ Frozen Vegetables, Part 1
Annotated Bibliography for Birds Eye Foods’ Frozen Vegetables, Part 2
Annotated Bibliography for Birds Eye Foods’ Frozen Vegetables, Part 3

Innovative new technologies, like the ability to steam vegetables inside their store-bag, has been keeping Birds Eye Foods and Green Giant very competitive for market share in recent years. Green Giant recently released a line of frozen vegetables in the steam-fresh bags that include sauce already on them.[4] An environment with this kind of competitive trend has forced Birds Eye to continue to innovate. A recent research and development success has been the use of special plastics in the line of frozen vegetable products which can be steamed in the microwave. Birds Eye and Green Giant both sell frozen vegetable products which steam inside a plastic bag when they are cooked in a microwave oven. Both companies have fueled this technological trend by making of use of plastics that are free of chemicals. This new evaluative criteria, safe microwaveable plastic bags, is slowly changing consumers’ beliefs about microwaving plastic bags for food preparation.

Brand Analysis and Comparison with Competitor Brand

Target Market and Segmentation Strategy

For the vast majority of Birds Eye Foods’ frozen vegetable products, the target market consists of consumers who want easy-to-prepare food that is fresh-tasting once prepared. College students, single workers, and families are all just as likely to want frozen vegetable products. Birds Eye markets many different frozen vegetable products, which can basically be divided into two categories: plain vegetables and vegetables with an added feature. Plain vegetables may be as simple as a bag of peas, while an added feature might be something like a steam-able pouch. It does not seem cost effective for Birds Eye to segment its target market because the majority of consumers who purchase frozen vegetable products are looking for roughly the same product features. Both families and single persons are likely to want plain, value-added, and healthy-style frozen vegetable products, thereby making segmentation impractical. If it had to be done, though, a segment based on the psychographic customer characteristic of fitness and overall health level could be established. It is not implausible to foresee that health conscious consumers would be drawn to frozen vegetable products labeled as being particularly healthy or good for you.

Green Giant draws customers on the same premise of easy-to-prepare and fast-cooked, fresh frozen vegetables, making their target market the same as Birds Eye’s. Because both firms market nearly identical products with oftentimes matching features, their respective target markets no doubt resemble one another. It is also important to note that those target markets are incredibly wide, thanks to the vast array of products each company offers in the sub-category.

Product Positioning and Strategy:

Figure 1: Consumer Perceptions About Frozen Foods5

On a perceptual map, Birds Eye Foods’ frozen vegetable products can be labeled as both nutritious and convenient. It is expected that parents likely buy the vegetable products for their children, however these frozen vegetables likely rate low in terms of being thought of as a children’s food. Birds Eye has yet to address the issue of product offerings that are suitable for children, but it continues to pride itself on offering a long line of varying products, each with equal ease of preparation. Birds Eye has also worked to alter customers’ perceptions about the difference between fresh and frozen vegetables. What some customers don’t realize is that frozen vegetables can be frozen within hours of their harvesting, making them actually much fresher than the supposed “fresh” vegetables at the supermarket, but while maintaining the nutritious value of the foods. Birds Eye has taken note that if customers perceive their frozen vegetables as actually being fresher and just as nutritious, then they are likely to buy more of them.[In this way, Birds Eye seeks to position frozen vegetables in consumers’ minds as being very fresh and healthy. Green Giant has also adopted this strategy, for in December 2003 the company began to put the phrase “Frozen Vegetables Are as Nutritious as Fresh” onto the packaging of its frozen vegetable products.[6] Birds Eye and Green Giant are both actively working to overcome the stigma about frozen foods. This is important because research performed by Elaine Watson in the United Kingdom in 2006 reveals that 32% of consumers view frozen food as being not as fresh as chilled food (Figure 1).[7]

Birds Eye has introduced two new lines of steam-able frozen vegetable products, “Steam and Serve” and “Herb Garden Collection.”[8] The packaging of these products attempts to appeal to the taste of consumers with large pictures of savory vegetable concoctions. This labeling and packaging strategy is interesting because it attempts to entice new customers to purchase frozen vegetable products that they would not have considered before.

[9][10]

Next, Birds Eye has established itself in the marketplace as a frozen vegetables innovator. Customers spend a great deal of time in the frozen food aisle just learning about steam-fresh packages and the like.[11] Packaging plays a very important role for both Birds Eye and Green Giant frozen vegetable products. The packages are generally colorful and display a diagram which teaches a customer about the technology inside of the bag (i.e. steaming). The consumers’ recognition of packaging between the two brands is the key to creating brand equity amongst them (Figures 2 and 3). When consumers see either brand name on a frozen vegetables product, they know to expect quality and freshness. Birds Eye packages are blue, while Green Giant packages are green. Green Giant has for a long time sold canned products with green labels, so the brand equity built up in that industry has transferred over to frozen foods, and helped the company’s frozen vegetable offerings sell better. Furthermore, while Birds Eye’s bird logo is recognizable to many consumers, Green Giant owns the “Green Giant” logo consisting of a large green man, which holds overwhelming recognition in the world of branding. This has further lent itself to Green Giant’s sizable brand equity and competitive branding advantage (Figure 4).

Birds Eye Foods for a long time sold its frozen vegetable products under both brand names it owned and through private labels. It conducted the latter activity simply to move quantity through its factories.[12] Birds Eye Foods hired Neil Harrison to be its CEO in 2005, and one of his first moves was to discontinue Birds Eye’s sale of non-branded frozen vegetables. He insisted that those sales were “crippling” the company by occupying key resources that could be better used.[13] So in 2006 and 2007 Birds Eye Foods sold 5 of its frozen vegetable plants.[14] With this move, Birds Eye cemented its place in the branded frozen vegetable market and proceeded to focus its efforts on marketing those products.



Other posts on Birds Eye:
Birds Eye Foods Memo, Competitors, Brand, Summary of Frozen Vegetables Market
Birds Eye Foods Brand Analysis and Comparison with Competitor Brand: Target Market Segmentation Strategy
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables-- Distribution
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables-- Promotion
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables-- Pricing
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables-- Product Positioning and Strategy
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables-- Brand Recommendations
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables, Full Report
Brand Analysis Report: Birds Eye Foods Frozen Vegetables; Review of Product Sub-Category
Annotated Bibliography for Birds Eye Foods’ Frozen Vegetables, Full Document
Annotated Bibliography for Birds Eye Foods’ Frozen Vegetables, Part 1
Annotated Bibliography for Birds Eye Foods’ Frozen Vegetables, Part 2
Annotated Bibliography for Birds Eye Foods’ Frozen Vegetables, Part 3

Birds Eye, being the new product innovator that it is, often releases new types of products and new varieties of existing products. Like most companies, Birds Eye must pay a slotting fee to grocers for placing these new products into grocery store freezers. A Form S-1 that Birds Eye Foods submitted to the Securities and Exchange Commission on October 8, 2009, states that slotting fees were incurred during the launch of Birds Eye’s Steamfresh line of meals that were substantial enough to impact to company’s gross margin.[15] While it is unclear how much Birds Eye and Green Giant must pay for slotting fees related to individual products, it is obvious that the total cost for these fees is sizable and likely hurts each party equally as much given the level of market penetration each company seeks.[16]

Promotion

In 2007, the Birds Eye CEO, Neil Harrison, stated that his company’s marketing “dashboard involves metrics about household penetration, buying rate, brand loyalty, our quality versus competition and our value perception versus competition.”[17] Birds Eye attempts to promote its products by routinely featuring coupons in grocery store advertisements and in newspapers, as is evidenced by the exclusion of coupon redemptions from the company’s revenue figure presented in the SEC Form S-1 previously mentioned.[18] Keeping consumer awareness about the company’s products very high has been a key to rapidly advancing Birds Eye’s name in the frozen vegetables sub-category as a quality, reputable brand name. For consumers who read newspapers and grocery advertisements on a regular basis, Birds Eye’s reach is varied and its frequency of exposure is active and routine. Birds Eye and Green Giant both routinely advertise their products on television, but neither affords much attention to their line of frozen vegetables. Lastly, Birds Eye generally hosts one sweepstakes promotion each year that is a product of the company’s enormously expanded marketing budget, and is aimed at attracting new customers while encouraging existing customers to buy in larger quantities.[19]

While Green Giant’s name does seem to align more with vegetables, Birds Eye has long been a pioneer of the entire frozen foods industry, and in doing so has created brand recognition which consumers interpret to mean a quality frozen food company. Green Giant has historically sold canned vegetables, and so advancing to the frozen segment of that market has made Green Giant do a little stretching as well. The Birds Eye website offers many coupons and a free recipe book which shows ways to use Birds Eye products at home.[20] These strategies have helped Birds Eye’s sales stay up through a tough US economic climate.

Both Birds Eye and Green Giant have begun pushing a health campaign whereby each company touts the healthy nutrition of its products. This trend is very popular in all food industries and sub-categories in the United States. Frozen vegetable makers have long thought that the nutrition of vegetables speaks for itself, however to keep up with recent industry trends, both Birds Eye and Green Giant have begun selling Steamfresh sides and entrees that are labeled as being healthy. Both companies use a sales promotion technique to market their products, by offering coupons and rebates in their advertisements to stimulate demand (Figure 5). Given the relatively equal shelf space that each company’s offerings occupy in grocery stores, there is no clear-cut advantage in the realm of promotion, save for Green Giant’s well-known mascot.[21

Distribution

Birds Eye and Green Giant products span grocery stores across the country. As Birds Eye wishes to periodically release new products to market, it engages in regional rollouts to gauge customer acceptance of the new items. Eventually these new products penetrate the entire market, and depending on sales, may leave or stay. Birds Eye generally engages in intensive distribution when it places its products in as many supermarkets as possible. Distribution of Birds Eye products in the United States is conducted through a series of intermediaries.[22] Large merchant wholesale companies pick up frozen Birds Eye products from the plants, and using refrigerated trucks deliver them to various warehouses. From the warehouses, the products are shipped out to retailers and other distributors. At this time, channel conflict as a result of disintermediation has not occurred within the Birds Eye foods supply chain.

General Mills, the owner of Green Giant, has for the past decade attempted to disintermediate its own distribution channels. By eliminating external players, the company realized it could save costs. It even worked with Coca Cola and Hershey to create a “consumer goods marketplace where purchasing managers can buy large quantities of items and find distribution mechanisms.”[23] This step has led to disintermediation in a distribution channel traditionally stacked with intermediaries.



Other posts on Birds Eye:
Birds Eye Foods Memo, Competitors, Brand, Summary of Frozen Vegetables Market
Birds Eye Foods Brand Analysis and Comparison with Competitor Brand: Target Market Segmentation Strategy
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables-- Distribution
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables-- Promotion
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables-- Pricing
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables-- Product Positioning and Strategy
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables-- Brand Recommendations
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables, Full Report
Brand Analysis Report: Birds Eye Foods Frozen Vegetables; Review of Product Sub-Category
Annotated Bibliography for Birds Eye Foods’ Frozen Vegetables, Full Document
Annotated Bibliography for Birds Eye Foods’ Frozen Vegetables, Part 1
Annotated Bibliography for Birds Eye Foods’ Frozen Vegetables, Part 2
Annotated Bibliography for Birds Eye Foods’ Frozen Vegetables, Part 3

Pricing

Constraints on Birds Eye and Green Giant’s pricing of frozen vegetables include the price of fresh vegetables and the cost of fuel used for transporting vegetables. While the company claims its frozen vegetables can be fresher and easier to prepare (steam) than fresh vegetables, if prices were to climb too high, demand for the plain frozen vegetables would surely become elastic. On the other hand, with a value-added perception inserted, a product like vegetables covered with sauce might not experience the same elasticity since it is not something the consumer can readily and easily make themselves.

Birds Eye and Green Giant both price their frozen vegetable products between $1.99 and $3.99, while Birds Eye has some higher-end frozen “meals” that include meat and pasta and are price about $5.99. Besides marketing efforts and brand recognition, putting these products of seemingly equal caliber on routine sale is the only way to really push a lot of quantity. Regardless of current marketing efforts, both companies use odd-even pricing for every product without fail. Additionally, offering quantity discounts is a strategy commonly employed whereby consumers can purchase a large number of frozen vegetable products and receive a discounted price for doing so. This strategy is advantageous in that it entices customers to buy more of a company’s product. However, because both companies basically take turns having sales on very similar product lines, the advantage is relative.

Brand Recommendations

The following series of three recommendations for the Birds Eye Foods brand are designed to increase the company’s presence in the frozen food industry, namely the frozen vegetables sub-category of products (Figure 6). Frozen vegetables seem to be near the end of the growth stage of the product life cycle. Just when it appears this sub-category has entered maturity, another new innovation is put on the market, leading sales to grow a little bit more. It is this slow sales growth of the sub-category, however, that indicates that it may already be in the maturity stage. Accordingly, this first suggestion relates to research and development expenditures.

First, it would be wise for the company to invest heavily in research and development of new products, so that a healthy backlog of creative innovations for the frozen vegetables sub-category can be built-up. The Birds Eye Foods founder, Clarence Birdseye, in 1927 invented the “flash-freeze” technique, which anchors the entire frozen food industry today.[24] Beginning with this first key invention, Birds Eye has continued over the years to hit jackpot after jackpot with creative design and variety of products. Most recently, the company pioneered widespread use of the “Steamfresh” bag whereby customers can steam frozen vegetables right inside the bag they come in from the store. This innovation has since been copied by Birds Eye’s competitors, and the company is beginning to lose its edge in this area. For this reason, continued R&D is necessary to sustain the growth of Birds Eye as a company.

Secondly, Birds Eye needs to follow Green Giant’s lead in engaging in disintermediation. General Mills realized that it could save costs by cutting out the intermediaries in Green Giant’s distribution channels. Birds Eye should attempt to break off arrangements it has made with wholesalers like Snyder of Berlin, who is actually a wholesale merchant that delivers Birds Eye’s goods to other wholesalers. The process of disintermediation could be very delicate for a company like Birds Eye, which is why this suggestion is one which should, understandably, take considerable time to enact. If Birds Eye is able to successfully and strategically cut out intermediaries from its distribution channels, then it will undoubtedly save money in the process. Savings from disintermediation is just the fuel needed to make the next suggestion a success.

Third, the company must adopt a more aggressive pricing strategy. Specifically, I would recommend that the company attempt to move as much inventory as possible without walking too close to the line of fiscal viability. This should be done with an objective analysis of the company’s finances so that a switch to everyday low pricing can occur. In the near-term, even below-market pricing would be an acceptable first step toward spearheading new everyday low prices. If consumers buy more and more of Birds Eye’s products, they will become hooked on the innovative and tasty products, and positive brand equity and brand personality will drive product sales effectively for some time to come. If Green Giant does not have the fiscal resources to engage in a price war, the end result of this action could be highly beneficial in the long term for Birds Eye.



Other posts on Birds Eye:
Birds Eye Foods Memo, Competitors, Brand, Summary of Frozen Vegetables Market
Birds Eye Foods Brand Analysis and Comparison with Competitor Brand: Target Market Segmentation Strategy
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables-- Distribution
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables-- Promotion
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables-- Pricing
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables-- Product Positioning and Strategy
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables-- Brand Recommendations
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables, Full Report
Brand Analysis Report: Birds Eye Foods Frozen Vegetables; Review of Product Sub-Category
Annotated Bibliography for Birds Eye Foods’ Frozen Vegetables, Full Document
Annotated Bibliography for Birds Eye Foods’ Frozen Vegetables, Part 1
Annotated Bibliography for Birds Eye Foods’ Frozen Vegetables, Part 2
Annotated Bibliography for Birds Eye Foods’ Frozen Vegetables, Part 3

Works Cited

"Birds Eye Foods, Inc. - FORM S-1 - October 8, 2009." Internet FAQ Archives - Online Education. Web. 30 Nov. 2009. .

"Birds Eye Foods : Promotions." Welcome to Birds Eye Foods: Frozen vegetables to nourish your family. Web. 30 Nov. 2009. .

"Birds Eye Phases Out Private Label, Will Focus on Brands." Frozen Food Age 55.1 (2006): 10. Business Source Premier. Web. 18 Oct. 2009. .

"Birds Eye Steamfresh Meals For Two." Grand Forks Herald | Grand Forks, North Dakota. 10 Feb. 2009. Web. 30 Nov. 2009. .

"Birds Eye to Sell Frozen-Food Plants." Rural Cooperatives 73.5 (2006): 35-36. Print.

"Clarence Birdseye Biography." Biography.com. Web. 13 Nov. 2009. .

Fleenor, D. Gail. "Frozen Vegetable Sales are Steaming." Progressive Grocer 88.5 (2009): 110-12. Business Source Premier. Web. 18 Oct. 2009. .

Garrison, Bob. "Eyes on the Prize: A Smaller Birds Eye Foods Embraces a Fork-to-Field Approach and its New Future as a Branded Marketer." All Business. 1 May 2007. Web. 13 Nov. 2009. .

"Green Giant Fresh Brand History." Green Giant Fresh®. Web. 30 Nov. 2009. .

"History of Birds Eye® : Clarence Birdseye : Father of Frozen Food." Welcome to Birds Eye Foods: Frozen vegetables to nourish your family. Web. 30 Nov. 2009. .

Kerin, Roger A., Eric N. Berkowitz, and Steven W. Hartley. Marketing (Mcgraw Hill/Irwin Series in Marketing). 8th ed. New York: Irwin/McGraw-Hill, 2005. Print.

McCarthy, Shawn P. The Art of .COMbat Ancient Wisdom for the Competitive Economy. New York: Wiley, 2001. Print.

"Morar Consulting - Brand Performa." Morar Consulting - Home page. Web. 30 Nov. 2009. .

Reyes, Sonia. "Birds Eye's Veggie Tales." Brandweek 42.37 (2001): 1-2. Academic Search Premier. Web. 18 Oct. 2009. .

Riell, Howard. "Birds Eye Lines Seek to Inspire Consumers." Frozen Food Age (May 2006): 12. Business Source Premier. Web. 18 Oct. 2009. .

"Snyder of Berlin : About Us : Distribution Information." Welcome to Birds Eye Foods: Frozen vegetables to nourish your family. Web. 30 Nov. 2009. .

"Sup: Promotions Archives." SunSentinel.com. Web. 30 Nov. 2009. .

Watson, Elaine. "Frozen Frustration." Food Manufacture 81 (2006): 13. Business Source Premier. Web. 18 Oct. 2009. .

Other posts on Birds Eye:
Birds Eye Foods Memo, Competitors, Brand, Summary of Frozen Vegetables Market
Birds Eye Foods Brand Analysis and Comparison with Competitor Brand: Target Market Segmentation Strategy
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables-- Distribution
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables-- Promotion
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables-- Pricing
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables-- Product Positioning and Strategy
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables-- Brand Recommendations
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables, Full Report
Brand Analysis Report: Birds Eye Foods Frozen Vegetables; Review of Product Sub-Category
Annotated Bibliography for Birds Eye Foods’ Frozen Vegetables, Full Document
Annotated Bibliography for Birds Eye Foods’ Frozen Vegetables, Part 1
Annotated Bibliography for Birds Eye Foods’ Frozen Vegetables, Part 2
Annotated Bibliography for Birds Eye Foods’ Frozen Vegetables, Part 3

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[1] "History of Birds Eye® : Clarence Birdseye : Father of Frozen Food." Welcome to Birds Eye Foods: Frozen vegetables to nourish your family. Web. 30 Nov. 2009. .

[2] "Green Giant Fresh Brand History." Green Giant Fresh®. Web. 30 Nov. 2009. .

[3] Fleenor, D. Gail. "Frozen Vegetable Sales are Steaming." Progressive Grocer 88.5 (2009): 110-12. Business Source Premier. Web. 18 Oct. 2009. .

[4] Ibid.

[5] Watson, Elaine. "Frozen Frustration." Food Manufacture 81 (2006): 13. Business Source Premier. Web. 18 Oct. 2009. .

[6] "Green Giant adds new on-pack claim: 'Frozen Vegetables Are As Nutritious As Fresh'" The Free Library. Frozen Food Digest, Inc. Web. 30 Nov. 2009. .

[7] Watson, Elaine. "Frozen Frustration." Food Manufacture 81 (2006): 13. Business Source Premier. Web. 18 Oct. 2009. .

[8] Riell, Howard. "Birds Eye Lines Seek to Inspire Consumers." Frozen Food Age (May 2006): 12. Business Source Premier. Web. 18 Oct. 2009. .

[9] "Sup: Promotions Archives." SunSentinel.com. Web. 30 Nov. 2009. .

[10] "Birds Eye Steamfresh Meals For Two." Grand Forks Herald | Grand Forks, North Dakota. 10 Feb. 2009. Web. 30 Nov. 2009. .

[11] "Birds Eye Phases Out Private Label, Will Focus on Brands." Frozen Food Age 55.1 (2006): 10. Business Source Premier. Web. 18 Oct. 2009. .

[12] Garrison, Bob. "Eyes on the Prize: A Smaller Birds Eye Foods Embraces a Fork-to-Field Approach and its New Future as a Branded Marketer." All Business. 1 May 2007. Web. 13 Nov. 2009. .

[13] Ibid.

[14] "Birds Eye to Sell Frozen-Food Plants." Rural Cooperatives 73.5 (2006): 35-36. Print.

[15] "Birds Eye Foods, Inc. - FORM S-1 - October 8, 2009." Internet FAQ Archives - Online Education. Web. 30 Nov. 2009. .

[16] "Morar Consulting - Brand Performa." Morar Consulting - Home page. Web. 30 Nov. 2009. .

[17] Garrison, Bob. "Eyes on the Prize: A Smaller Birds Eye Foods Embraces a Fork-to-Field Approach and its New Future as a Branded Marketer." All Business. 1 May 2007. Web. 13 Nov. 2009. .

[18] "Birds Eye Foods, Inc. - FORM S-1 - October 8, 2009." Internet FAQ Archives - Online Education. Web. 30 Nov. 2009. .

[19] Reyes, Sonia. "Birds Eye's Veggie Tales." Brandweek 42.37 (2001): 1-2. Academic Search Premier. Web. 18 Oct. 2009. .

[20] "Birds Eye Foods : Promotions." Welcome to Birds Eye Foods: Frozen vegetables to nourish your family. Web. 30 Nov. 2009. .

[21] Kerin, Roger A., Eric N. Berkowitz, and Steven W. Hartley. Marketing (Mcgraw Hill/Irwin Series in Marketing). 8th ed. New York: Irwin/McGraw-Hill, 2005. Print.

[22] "Snyder of Berlin : About Us : Distribution Information." Welcome to Birds Eye Foods: Frozen vegetables to nourish your family. Web. 30 Nov. 2009. .

[23] McCarthy, Shawn P. The Art of .COMbat Ancient Wisdom for the Competitive Economy. New York: Wiley, 2001. Print.

[24] "Clarence Birdseye Biography." Biography.com. Web. 13 Nov. 2009. .