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Green Giant

Green Giant is an brand of processed , specializing in and canned varieties such as peas, corn, and mixed blends, best known for its iconic Jolly Green Giant . Founded in 1903 as the Minnesota Valley Canning Company in Le Sueur, , the company introduced Green Giant-brand peas in 1925, named for their notably large size and tenderness, and officially rebranded to Green Giant in 1950. Acquired by in 2001 following a merger with Pillsbury, the brand was sold to in 2015 for $765 million, marking B&G's largest acquisition to date. The Green Giant mascot first appeared in print advertising in 1928 and later evolved into the friendly, green-skinned Jolly Green Giant promoting the brand's fresh-picked quality, debuting on television in and becoming a with the "Ho, ho, ho." In 1973, the Little Green Sprout character was introduced as a to appeal to families. A 55-foot-tall of the Jolly Green Giant, erected in 1979 in Blue Earth, , remains a popular drawing thousands of visitors annually. Under , Green Giant has emphasized field-fresh frozen products sourced from regions like and the , with vegetables harvested, processed, and frozen at peak freshness. As of November 2025, retains ownership of the Green Giant U.S. frozen vegetable line but sold the U.S. Green Giant shelf-stable (canned) business to in 2023 and the U.S. Le Sueur shelf-stable business to McCall Farms in August 2025 to streamline its portfolio. In October 2025, announced the sale of Green Giant and Le Sueur brands in to Nortera Foods, expected to close in late 2025 or early 2026, further focusing the company on core U.S. operations while seeking a buyer for the remaining U.S. frozen assets.

Company History

Founding and Early Development

The Minnesota Valley Canning Company was established in 1903 in Le Sueur, , by a group of fourteen local businessmen and farmers seeking to process and preserve the region's abundant pea and corn crops. Initially focused on producing cream-style corn, the company produced 11,750 cans in its first year, marking the start of industrial-scale vegetable in the area. A key figure in the founding was salesman and canner John Silver Hughes, who convinced the investors to build the facility and managed operations for its first two years. In its early years, the company expanded its product line to include peas starting in and pumpkin shortly thereafter, but faced significant challenges with product spoilage due to inconsistent canning processes and variable crop quality. These issues prompted innovations in techniques, such as improved sealing methods and measures under the of Ward Cosgrove, who joined the board in 1914 and emphasized cost efficiency and standardization. By the late , the company introduced vacuum-packing for its Niblets brand corn in 1929, which significantly reduced spoilage by removing air from cans and extending shelf life. A pivotal moment came in 1925 when the company launched its "Green Giant Great Big Tender Peas," a new variety imported from known for its unusually large size and superior tenderness, which required distinct branding to highlight its quality. This successful marketing effort led to the adoption of the "Green Giant" name for the product line, though the corporate name remained Minnesota Valley Canning Company until 1950. The brand's visual identity emerged in 1928 with the first appearance of a giant figure in print advertising, initially depicted as a robust, figure representing a to evoke freshness and abundance from 's fields. During the 1920s, the company underwent significant expansion, establishing additional processing plants in Cokato, Montgomery, and Winsted, Minnesota, to handle growing demand for its canned vegetables. This growth solidified its position as a regional leader in vegetable preservation.

Expansion and Key Mergers

In the mid-20th century, the Green Giant Company expanded beyond its canned vegetable roots by entering the frozen food market. Following its 1950 name change to capitalize on brand recognition, the company launched its first frozen products in 1961, including frozen peas and Niblets-brand corn, which marked a significant shift toward preserving vegetables at peak freshness through quick-freezing techniques. This innovation allowed Green Giant to compete in the growing demand for convenient, nutrient-retaining alternatives to fresh produce, broadening its product diversification during the 1960s. The 1960s and saw further corporate scaling through strategic moves, including diversification into non-core areas like garden centers and restaurants, which aligned with industry trends but were later discontinued by the to refocus on core processing. During this period, Green Giant introduced new canned categories, such as mushrooms in the mid-1960s and mixed , enhancing its portfolio and supporting national distribution expansion. These developments were complemented by operational growth, with processing facilities and sourcing networks extending across multiple U.S. states to meet rising demand. A pivotal consolidation occurred in 1979 when Green Giant merged with the Pillsbury Company in a $148 million stock transaction, integrating it into a larger food with established and international operations. This merger facilitated broader market access, including enhanced international exports, and positioned Green Giant for sustained growth in both canned and frozen segments. By the late , the company's scale reflected its success, evidenced by the merger valuation and its role as a leading U.S. processor.

Modern Era and Ownership Transitions

In 2001, acquired the Green Giant brand as part of its $10.4 billion purchase of The Pillsbury Company from plc, a transaction that closed on October 31 after regulatory approval and integrated Green Giant into ' broader portfolio of food brands, including soups like , facilitating expanded global distribution and cross-promotional opportunities. This acquisition positioned Green Giant for further international growth, leveraging ' established networks in over 100 countries while emphasizing its core offerings alongside complementary products. By 2015, divested the Green Giant and Le Sueur brands to for $765 million in cash, a deal that included U.S. operations and international markets outside , with the businesses generating approximately $585 million in net sales for ' fiscal 2015. The transaction, which closed in November 2015 after an inventory adjustment of about $58 million, marked ' entry into the frozen vegetable category and allowed to streamline its focus on higher-growth areas like and cereals. Under ' ownership, Green Giant underwent strategic initiatives aimed at cost efficiencies through supply chain optimizations, product relaunches with updated packaging and formulations, and debt management to support overall portfolio stability. In November 2023, sold its U.S. shelf-stable (canned) Green Giant business to to further streamline its portfolio and focus on higher-margin frozen products. In October 2025, B&G Foods announced the sale of its Green Giant and Le Sueur operations in Canada to Nortera Foods as part of efforts to reduce debt and refine its brand portfolio, with the transaction expected to close in the fourth quarter of 2025 or first quarter of 2026 pending regulatory approval. This divestiture retained the core U.S. Green Giant brand under B&G while enabling regional adjustments in Canada, where Nortera—a major North American vegetable producer—plans to emphasize local sourcing and production. Financially, Green Giant contributed significantly to B&G Foods post-2015, with brand net sales of approximately $558 million in fiscal 2016 before facing declines amid broader market pressures, the 2023 U.S. canned divestiture, and leading into the 2025 Canadian sale. Amid these transitions, Green Giant marked the 100th anniversary of its canned vegetables in 2025, launching promotional campaigns that highlighted USA-grown produce and family-oriented recipes, including collaborations for dishes to reinforce brand heritage and .

Branding and Marketing

Origins of the Green Giant Mascot

The Green Giant mascot originated in as a promotional illustration for the Minnesota Valley Canning Company's new line of oversized peas, dubbed "Green Giant" peas after a large variety imported from . Unable to trademark the name alone, the company, in collaboration with the Erwin, Wasey & Company, introduced a burly, scowling figure clad in a , holding a massive pea pod to symbolize the product's freshness and abundance. This early design drew inspiration from fairy tale illustrations, such as those in Grimm's stories, but initially failed to resonate with audiences, appearing stern and uninviting in print advertisements. In 1935, the advertising agency & Associates revamped the character, transforming him into the "Jolly Green Giant" with green skin, a beaming smile, and leafy toga, portraying him as a friendly guardian of the fertile valley. This redesign emphasized a warm, approachable demeanor to evoke health, joy, and the natural bounty of , positioning the giant as a protector ensuring the quality of the company's canned goods. The updated quickly boosted recognition, leading the company to officially rename itself the Green Giant Company in 1950 and trademark the character as its core symbol. Radio advertisements in the further humanized the Jolly Green Giant, with voice actors bringing his reassuring presence to life for audiences. The Giant made his first appearance in 1954. The character's cultural breakthrough came with deep-voiced actor Elmer "Len" Dresslar Jr. voicing the role starting in 1959, delivering the iconic "Ho, ho, ho" greeting—first recorded that year for radio spots and commercials—to convey delight and nutritional wholesomeness. The "Ho, ho, ho" became the Giant's signature in 1961, solidifying the mascot's role in promoting consumption as a joyful, everyday choice.

Evolution of Advertising Campaigns

During the and , Green Giant's advertising campaigns dominated , featuring the Jolly Green Giant in idyllic "valley" sets inspired by the brand's roots, to highlight freshness and quality of canned and . Commercials like the "The Valley Fair" spot showcased the Giant overseeing bountiful harvests, reinforcing the "From the Valley of the Jolly Green Giant" to evoke wholesome, natural origins. These TV-focused efforts, produced by , emphasized nutritional value and convenience, with the Giant's booming "Ho, ho, ho" laugh becoming a hallmark of family-oriented messaging. In the 1970s, the introduction of Little Green Sprout as the Giant's inquisitive sidekick expanded campaigns to target children, promoting vegetable consumption through educational and fun narratives. Debuting in a September 1972 commercial set in the Giant's valley, Sprout—voiced by —explored farming processes and recipes, learning the brand's catchphrase while highlighting products like Niblets corn. This character-driven approach evolved the longstanding "Ho, ho, ho... Green Giant!" slogan toward greater emphasis on and kid-friendly appeal, appearing in TV ads alongside a farmer character voiced by through the 1980s. Under ownership starting in 2001, Green Giant's advertising shifted toward platforms in the 2000s, incorporating online ads and partnerships to reach broader audiences. By the 2010s, the brand embraced , building on TV traditions while adapting to interactive formats, focusing on convenience for modern families. Following ' acquisition in 2015, campaigns pivoted to emphasize non-GMO and sustainable sourcing, aligning with consumer demands for ethical products. doubled the prior marketing budget to $32 million annually, prioritizing and in-store promotions that spotlighted the brand's commitment to responsibly grown . For the 2025 centennial of its canned line, Green Giant partnered with icons Jamal Hinton and Wanda Dench in Thanksgiving-themed promotions, celebrating family traditions and community ties. The Jolly Green Giant achieved iconic status, ranking third among Ad Age's top 10 advertising icons of the in 1999 for its enduring cultural impact. Recent strategies under have evolved to inclusive messaging on plant-based diets, as seen in 2023's national campaign featuring viral "Corn Kid" to promote diverse vegetable varieties across digital channels.

Products and Innovations

Canned Vegetable Lines

The canned vegetable lines of Green Giant originated with the company's founding as the Minnesota Valley Canning Company in 1903, when it began producing canned peas under the Le Sueur Z brand in Le Sueur, Minnesota. These early products laid the foundation for the brand's focus on high-quality, preserved vegetables, with peas remaining a cornerstone. By , the company introduced its flagship "Green Giant Great Big Tender Peas," marking the debut of the Green Giant branding for canned items and emphasizing larger, sweeter varieties sourced from U.S. farms. This line quickly expanded to include whole kernel corn, cut green beans, and mixed vegetables, establishing Green Giant as a leader in convenient, nutrient-rich pantry staples. Key innovations in the canned lines enhanced flavor and freshness retention, notably the development of vacuum-packing technology in 1929 for the Niblets brand of whole kernel corn, which removed air to preserve natural taste and texture better than traditional methods. This process was extended to other vegetables, including peas and beans, solidifying the brand's reputation for superior quality in the early 20th century. Later advancements included the introduction of low-sodium options across core products like green beans and corn, responding to evolving consumer health preferences, as well as no-added-sugar formulations in many varieties to highlight their inherent nutritional value. The portfolio encompasses over 20 stock-keeping units (SKUs), featuring classics such as Le Sueur sweet peas, cream-style corn, lima beans, and specialty cuts like French-style green beans, all emphasizing U.S.-grown for consistent quality and freshness. These varieties are designed for versatility in meals, from sides to soups, while maintaining simple ingredients without preservatives in many cases. In November 2023, sold the U.S. shelf-stable (canned) business to for an undisclosed amount, while retaining ownership of the Green Giant trademarks; the products continue to be marketed under the Green Giant brand. In , Green Giant marked the 100th anniversary of its canned lines, celebrating a century of providing wholesome, farm-fresh options that have nourished generations, with ongoing emphasis on their role in balanced diets through retained vitamins and minerals. The canned segment remains a core pillar of the brand, representing a significant share of its overall sales and underscoring its enduring market presence in the preserved foods category. Packaging for these products has evolved from early tin cans to modern recyclable containers, which incorporate up to 35% recycled for , while retaining the iconic green labels adorned with the Jolly Green Giant for instant recognition. This progression reflects broader shifts toward eco-friendly materials without compromising the protective qualities essential for long-shelf-life .

Frozen and Snack Products

Green Giant entered the frozen vegetable market in 1961, introducing a line of products that included peas, corn, and other staples, building on the rapid-freezing techniques pioneered by competitors like to preserve freshness and nutritional value. This expansion diversified the brand beyond , with early offerings focusing on individual such as , carrots, and simple blends designed for home cooking. The company's frozen production was supported by global supply chains, including a key manufacturing facility in , , established in the 1990s and expanded under subsequent ownership to handle processing for international distribution. In the 2000s, Green Giant innovated with the Simply Steam line of microwaveable pouches, launched to offer convenient, lightly sauced vegetables that cook directly in the bag, emphasizing ease for busy consumers while retaining vitamins and fiber. The 2010s saw further modernization with riced vegetables, particularly cauliflower rice introduced in 2016 as a low-carb alternative to grains, aligning with rising demand for keto-friendly and gluten-free options that provide high-fiber, vitamin-rich profiles without artificial additives. These products, such as plain riced cauliflower and medleys, contain up to 85% fewer calories than traditional rice and deliver essential nutrients like vitamin C and potassium. Snack innovations accelerated after B&G Foods acquired the brand in 2015, with the launch of Veggie Tots in varieties like broccoli cheddar and starting around 2016, followed by puffs, bites, and other plant-based formats such as Brocfast Bites with and egg. These items prioritize no artificial flavors, offering a fun, convenient way to incorporate —each serving of tots provides a full portion—targeting families and health-conscious eaters. The frozen portfolio now encompasses over 15 stock-keeping units (SKUs), including spears, stir-fry mixes with and snow peas, and seasoned blends, contributing to sales growth of double-digit percentages in multiple quarters post-acquisition, driven by demand for nutrient-dense, convenience-oriented foods. In the 2020s, expansions have emphasized keto-compatible riced options and certified gluten-free certifications across lines, underscoring a commitment to high-fiber content (often 3-5 grams per serving) and vitamins A and C for overall wellness. As of November 2025, is actively seeking a buyer for its remaining U.S. Green Giant frozen business.

Operations and Legacy

Production Facilities and Sourcing

Green Giant, under the ownership of since 2015, maintains a network of production facilities focused on , with operations emphasizing efficiency and sustainability. In the United States, frozen vegetable manufacturing is handled through the operations of Growers Express, LLC, acquired by in 2022 to reduce risks and costs for Green Giant products; key sites include facilities in , and , supporting processing and distribution of frozen items. Internationally, the primary plant is located in , , which produces for export and has been operational since its acquisition from in 2015, employing advanced water management systems to address regional scarcity. Canadian production for the Green Giant and Le Sueur brands has been handled at facilities owned and operated by Nortera Foods, including sites in ; , ; and Saint-Denis-sur-Richelieu, , which have processed frozen and shelf-stable vegetables. In October 2025, B&G Foods announced the sale of its Green Giant and Le Sueur brands in to Nortera Foods, with the transaction expected to close in the fourth quarter of 2025 or first quarter of 2026, subject to regulatory approval; production will continue at these Nortera-owned facilities post-sale, marking a transition that streamlines B&G's North American focus on U.S. frozen operations. This divestiture is anticipated to impact the overall North American by shifting Canadian sourcing and manufacturing away from B&G oversight. Sourcing for Green Giant relies on partnerships with contract growers across , with encouraging sustainable practices such as (IPM) to mitigate pesticide risks and the adoption of to improve water efficiency over traditional flood methods. At the facility, initiatives include a system that reclaims millions of gallons of water annually and a tree-planting program that added 27,000 trees in 2023 toward a 500,000-tree goal for carbon neutrality; company-wide, aims to reduce water usage by 10% across all facilities by 2027. These efforts align with broader commitments to in , though specific counts or volumes for Green Giant sourcing remain undisclosed in public reports. Post-2015 acquisition, has implemented operational efficiencies for Green Giant, including automation and line-level improvements in key plants to enhance and labor , contributing to gross margin expansion. The 2022 acquisition of Growers Express further optimized the by integrating capabilities closer to U.S. growers and markets. standards are upheld through certifications such as SQF, BRCGS, and GFSI benchmarks at all relevant facilities, ensuring and from sourcing to final ; these measures support rigorous and environmental protocols without specific USDA designations highlighted for Green Giant operations. Annual output details, such as package volumes, are not publicly specified, but the focus remains on scalable production amid ongoing portfolio reviews.

The Le Sueur Valley Branding

The Le Sueur Valley, part of the Valley, was established as a premium pea-growing region in the mid-20th century, leveraging its rich, fertile soil and temperate climate to produce exceptionally sweet and tender varieties. The area's branding ties back to the early 1900s, when the Minnesota Valley Canning Company, founded in Le Sueur, , in 1903, began Early June Peas under the Le Sueur label in 1907, highlighting their petite size and delicate flavor. By 1933, the label was simplified to Le Sueur, emphasizing the valley's unique for these extra-sweet peas. The association between the company and the Le Sueur Valley was formalized in the 1920s, coinciding with the introduction of the Green Giant pea variety and the company's rebranding efforts from its original Minnesota Valley name. In advertising campaigns starting in the early , "" was depicted as a lush, idyllic —a mythical haven of abundant, oversized , often shown with streams and verdant fields, symbolically guarded by the Jolly Green Giant to evoke freshness and protection. This portrayal reinforced the valley's heritage as the source of the brand's high-quality produce, with the 1950 name change to Green Giant Company further cementing the regional identity. The Le Sueur line represents a premium subset of the Green Giant offerings, featuring very young, small sweet peas and cuts that are harvested at peak tenderness for their superior sweetness and uniform size. These peas, grown exclusively in , maintain an status within the , symbolizing despite comprising a niche portion of overall sales. Culturally, the branding has fostered strong ties to the region, most notably through the 55.5-foot-tall Jolly Green Giant statue erected in Blue Earth, , in 1979 as a tourism attraction to honor the area's canning legacy. The statue, located near a former Green Giant processing plant, draws visitors and anchors annual events like Giant Days, a festival featuring parades, car shows, and celebrations of the brand's history, boosting local . In the 2020s, following the sale of the U.S. shelf-stable Le Sueur business to and the divestiture of the Canadian brands to Nortera Foods, the Le Sueur Valley branding has emphasized in farming practices to preserve the region's agricultural . Following the acquisition by , Le Sueur peas continue to be sourced from the Valley, maintaining the brand's emphasis on local, while upholding the premium pea tradition.

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