For more than 4 years, Rainier Fruit has utilized the values-driven tagline Wholesome to the Core. Bringing that tagline to life in marketing was usually more about principle than a specific action. But an exciting opportunity occurred to highlight other individuals, both consumers, and B2B customers as Wholesome Heroes through a monthly trade advertisement editorial or the online blog. Immediately the content became a success as we recognized others who were doing amazing things in their community and living “Wholesome to the Core.” In fact, the success of some of the trade features resulted in some B2B customers being recognized by their own companies for their outside volunteer work that others weren’t familiar with. This type of relationship building is priceless.