潜水简介：
- Bush's Beans is partnering with Blue Zones LLC on an organic, plant-based line of products designed to help foster long life. The four products in this line — Curried Chickpea and Zesty Black Bean Organic Bowl Toppers, and Hearty Vegetable and White Bean Vegetable Organic Soups — are now available for limited purchase online and will be sold in stores next year.
- Blue Zones, an organization that promotes health and longevity, is named after a 2005 magazine article profiling the five places in the world with the largest proportion of people living to be 100. This is the first time that it has partnered with a CPG company on a bean-related product launch.
- 随着消费者转向大流行期间可以在家准备的健康产品，罐装豆子已经获得了好处。根据Nielseniq统计，canned bean sales increased 5.9%与前一年相比，大流行的第一年。
潜水见解：
Bush's has been on a quest to put beans in the spotlight for their natural nutritional value, sustainability credentials, and convenience. In the past year, the company has usedlighthearted and smart marketing coupled with healthy innovations吸引并保持消费者的注意力。尽管布什促进其产品的健康状况，但营养事实和数字从来都不是其信息中最重要的部分。相反，该公司使用更多微妙的方法让消费者知道该产品对它们有益，例如Josh Groban唱民谣关于豆的健康和美味方面。
This partnership plays directly into that message. Blue Zones, now an international organization dedicated to wellness, is known for being an authority on how to eat and live well. The cans of the Bush's Blue Zone beans prominently feature the group's name and symbol, and the label itself is a distinctive light blue. The branding is obvious and noticeable, but doesn't have overt language touting the healthfulness of the product itself.
“就像蓝色的区域团队,我们坚信that beans, humble though they are, are an essential part of a diet and lifestyle that may help people live healthier, longer," Bush's Senior Vice President of Marketing and Innovation Stephen Palacios said in a written statement.
蓝色区域已成为家喻户晓的名字已有15年以上。根据Dan Buettner撰写的原始国家地理文章，该文章介绍了日本冲绳的人民；意大利撒丁岛；Nicoya， 哥斯达黎加;Ikaria, Greece; and Loma Linda, California — the brand has extended into food recommendations.Buettner撰写“蓝色区域厨房：100种居住到100种食谱”，该组织于2019年出版，该组织的网站提供了一个collection of healthy recipes。布什的产品很容易适合蓝区的基本食物准则，建议饮食至少为95％的植物性，每天一半至一杯豆类。
而蓝色区域的品牌可用于食品许可，只有另一个品牌 - 哥斯达黎加制造商蓝色区域尼科亚 - 使用它。这个只有在线品牌的品牌可直接从蓝色区域之一的咖啡，茶，蜂蜜，辣酱和补品中采购。
尽管有些消费者可能会觉得进口的哥斯达黎加生蜂蜜是不必要的优质产品，但布什已经是无处不在且易于使用的品牌。最终产品计划于明年上架，但布什在新闻稿中的压力是，该公司的各种各样的产品都不具有品牌，这是对蓝色区域友好的友好型 - 这是一种柔和的推动力，这可能会刺激更多的营养协会。。
