Sun-Maid is going to straight to the source for its next round of product innovation. The company recently announced it was creating a Board of Imagination to assist with product innovation. What's different about this board is that it includes six kids ages 8-11.
After an open call and vote from the public, the 109-year old farmer's cooperative selected six kids that will join Sun-Maid executives in a series of board meetings over the next several months. Their first meeting is April 14.
According to the company, the kids will influence and provide feedback for Sun-Maid's snacking innovations. In addition to learning about the brand, they'll also serve as brand ambassadors to their schools. A 'stipend' of $5,000 will be given to each child—in the form of a 529 donation—as well as $5,000 going to each of the kids' schools.