Hollandia Produce Wins PMA Impact Award for Butter Lettuce Packaging Hollandia Produce, LLC.

s New Butter Lettuce Squircle Clamshell Wins 2011 PMA Impa ct Award for Excellence in Packaging Carpinteria, CA, October 19, 2011 -- Hollandia Produce, LLCs, innovative produce squircle clamshell and shipping container won one of the five 2011 PMA Impact A wards for Excellence in Packaging last week in Atlanta, Georgia at the 2011 Prod uce Marketing Association conference. In its 5th year, the PMA Impact Award is p resented to companies recognized for maximizing all opportunities to sell more f resh produce and floral products through innovative packaging. Packaging submiss ions were awarded points based upon excellence in the following areas: Marketing Design and Messaging, Food Safety, Supply Chain Efficiencies / Functionality, S ustainability / Environmental Impact and Consumer Convenience. Hollandia Produces Live Gourmet Living Butter Lettuce packaging was released this year. Hollandia Produce, LLCs CEO Pete Overgaag said its an honor to be named one of this years winners and to receive the recognition from our fellow produce pro fessionals. Our new squircle packaging is the result of years of company-wide in vestments of time, talent and financial resources to achieve the ultimate packag e for our Live Gourmet Living Lettuces. Every aspect of our new package was exam ined to see how we could optimize the new design to insure we met and exceeded a ll merchandising, physical protection, food safety, sustainability, transportati on and packaging criteria. The new Squircle design is an attractive improvement on the antiquated design of our original package that will help differentiate our Live Gourmet Living Butter Lettuce from all other living lettuce grower shippers said Director of Marketing Vincent Choate. An eye catching, colorful and communicative label compliments t he new design and acts as a tamper evident seal for the new package. Target cons umer and frequent user focus group studies suggest the new optimized design achi eves the goal of continued brand recognition while attracting first time buyers with its colorful and distinctive design. Source reduced, elegantly redesigned and supremely functional. The new Squircle clamshell package meets and exceeds merchandising, physical protection, food saf ety, sustainability and transportation packaging criteria for the 21st Century. Visit http://www.livegourmet.com/promofor information on our new Squircle packagi ng. About Hollandia Produce Live Gourmet Hollandia Produce LLC. is a multi-faceted agricultural concern specializing in g reenhouse-grown vegetables. Hollandia Produce, family owned and operated, is loc ated in Carpinteria, California. In 2011 the company celebrated 41 years in busi ness. As a producer of Live Gourmet brand butter lettuce, upland cress, and 3-n-1 lettuce, Hollandia Produce provides many of the major supermarket chains in the western states with a year-round supply of premium quality produce. Live Gourme t family of products are harvested with their roots intact and the lettuces are p ackaged in a unique see-through clamshell that functions as a mini-greenhouse. A s living plants, these products have an exceptional long-lasting freshness that retains flavor and color much longer than comparable varieties in the produce de partment. Learn more at http://www.livegourmet.com/. About Produce Marketing Association (PMA) Produce Marketing Association is the leading trade association representing comp anies from every segment of the global produce and floral supply chain. PMA help s members grow by providing business solutions that expand business opportunitie s and increase sales and consumption. For more information, visit www.pma.com

Contact: Vincent E Choate Live Gourmet Carpinteria, CA (805) 684-4196 Vince@HollandiaProduce.com http://www.livegourmet.com/