SYS-CON MEDIA Authors: Elizabeth White, Pat Romanski, Esmeralda Swartz, Kevin Jackson, Glenn Rossman

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Grimmway Farms Aligns With NBC's "the Biggest Loser®" To Help Consumers Make Healthy Lifestyle Choices And Win Big

Grimmway Baby Carrots to be Integral Part of Hit Show's Healthy Eating Program

BAKERSFIELD, Calif., Dec. 4, 2012 /PRNewswire/ -- NBC's hit reality TV series, "The Biggest Loser" and the world's largest carrot grower, Grimmway Farms, have teamed up to bring awareness to the benefits of adding more fruits and vegetables to one's diet. The deal is licensed through NBCUniversal Television Consumer Products and Shine America. Grimmway Farms baby carrots, along with other fruits and vegetables, will be featured on the upcoming season 14 of "The Biggest Loser" as a part of the show's signature food plan for healthy living.  The series will have a two-night premiere on Sunday, January 6 (9-11 pm ET) and Monday, January 7 (8-10 pm ET).

To encourage consumers to experience the benefits of a wholesome well-balanced diet that includes baby carrots, Grimmway Farms has created specially-marked packages featuring a Biggest Loser sweepstakes. From December 2012 through December 2013, consumers can enter the sweepstakes for the chance to win one of three, week-long stays for two at The Biggest Loser Resort along with hundreds of other fitness-inspired prizes, including the official Biggest Loser cookbooks and DVD series. The special packaging on Grimmway Farms baby carrots will feature a QR code and web-link enabling consumers to enter the sweepstakes on their mobile devices, right in the store.

"The Biggest Loser" and Grimmway Farms' relationship builds on established evidence that low-calorie, vitamin-rich vegetables, such as baby carrots, are a nutritious component of a healthy weight-loss plan.

"'The Biggest Loser' brand continues to focus on healthy living and promoting a healthy diet, including eating more fruits and vegetables," said Monica Austin, Senior Vice President, Business and Brand Development, Shine America. "It is our goal to offer consumers all of the tools necessary to live The Biggest Loser lifestyle at home, and we believe that fruits and vegetables are an integral part of that."

"We are always working to find brands that align with 'The Biggest Loser' stamp of approval. This synergistic relationship with Grimmway Farms is a great example of how we are encouraging consumers to make better choices for a healthier lifestyle," said Kim Niemi, Senior Vice President, NBCUniversal Television Consumer Products. "We are proud to work with Grimmway Farms to make fresh produce more accessible to fans of the show and to offer such inspiring incentives with the Just Crunch 'Em Sweepstakes."

"The combination of a balanced diet and exercise is a winning strategy for weight loss," said Derek Johnson, executive nutrition director of The Biggest Loser Resorts. "Every day, we're seeing more evidence that eating a diet rich in fruits and vegetables, such as baby carrots, helps reduce the risk of many chronic diseases, including coronary heart disease and many forms of cancer. Losing weight also can help reduce the risk of diabetes and stroke."

According to a study published in the American Journal of Preventive Medicine[1], most Americans do not consume enough fruits and vegetables. The U.S. government's Dietary Guidelines for Americans, 2010[2], recommend that healthy adults eat at least 2.5 cups of vegetables per day, including 5.5 cups per week of red and orange vegetables.  Incorporating baby carrots as a snack, side dish or salad ingredient is a simple and tasty way to add more vegetables and nutrients to one's diet.

Baby carrots are fat- and cholesterol-free, low in calories—only 30 calories per serving—a good source of dietary fiber, and a nutritional powerhouse, providing more than 15 vitamins, minerals, and phytonutrients that are essential for good health. Carrots are an excellent source of beta-carotene, which the human body converts into vitamin A. Just one serving of baby carrots (about nine medium baby carrots) provides more than 200 percent of the recommended daily value for vitamin A. As shown in The Biggest Loser Simple Swaps book, baby carrots are a convenient and healthy substitute for chips, crackers or bread. For more information about the nutritional benefits of carrots, please visit www.grimmway.com.

Grand prize winners will receive an all-expense paid trip for two to any of the three Biggest Loser Resort locations. A one-week stay includes a structured wellness program comprising delicious spa cuisine meals, informative nutrition classes, motivating trainers, state-of-the art fitness equipment, fabulous hiking, refreshingly large swimming pools, wonderful camaraderie, and much more. For more information on The Biggest Loser Resorts, visit www.biggestloser.com/resort. No purchase necessary. Void where prohibited. For complete sweepstakes rules, visit www.justcrunchem.com. Or, enter to win using your smart phone to scan the QR code on specially-marked packages of Grimmway Farms baby carrots.

With over 1.6 million fans online and more than 200 past contestants, "The Biggest Loser" has transformed from a TV show to a complete health and fitness lifestyle brand.

About Grimmway Farms
Founded in 1968, Grimmway Farms is the largest grower, producer and shipper of carrots in the world. Grimmway Farms is a produce industry leader in organic and sustainable farming practices and has been family owned and operated for over 40 years. For more information about Grimmway Farms, please visit www.Grimmway.com.

About Biggest Loser Resorts
Founded on a four-point philosophy of fitness, nutrition, education and relaxation, guests of the Biggest Loser Resorts enjoy a nutritionally balanced, boot-camp style experience. Named one of the top ten destination spas for best affordability, best fitness program, best hiking and best for weight loss by Spafinder, the resorts offer a unique blend of education and exercise. Established in 2002 in Ivins, Utah, the company opened a second location in Malibu, Calif., in September 2010 and a third location in Niagara Falls, NY in May 2012. To learn more about the Biggest Loser Resorts, please visit www.biggestloserresort.com.  

About NBCUniversal Television Consumer Products Group
NBCUniversal is a leader in providing entertainment programming to the domestic and international marketplaces. NBCUniversal Television Consumer Products Group manages all global ancillary television business endeavors for the NBCUniversal Television Group, including third-party home entertainment distribution, consumer products, musical soundtracks, special markets projects and the NBCUniversal Online Store. For the latest product updates and an overview of the properties managed by the group, visit the NBCUniversal Television Consumer Products portal at http://nbcuconsumerproducts.com.

About Shine America
Shine America is a world leader in producing and distributing compelling scripted and unscripted television and digital content and through its global Shine 360˚ division, building brands through the leveraging of its intellectual property and creating integrated marketing opportunities for advertisers. Shine America is known for popular and award-winning original series including The Biggest Loser, Tabatha Takes Over and upcoming series The Face; adaptations of Shine Group formats MasterChef, Minute to Win It, One Born Every Minute and Parental Control; long-running scripted hits The Office, Ugly Betty, and The Tudors; and over 20 ground-breaking original online series on MSN, Yahoo!, YouTube premium channels and other platforms, many of these produced in partnership with global brands such as Walmart, Toyota, Kraft Foods, Subway and Microsoft. Through Shine Group's distribution arm, Shine International, Shine America distributes its extensive library of programming and formats to more than 150 countries. Visit www.shineamerica.com for further information.

[1] Casagrande SS, Wang Y, Anderson C, Gary TL. Have Americans Increased Their Fruit and Vegetable Intake? The Trends Between 1988 and 2002. Am J Prev Med. 2007;32:257–263

[2] Based on a 2,000 calorie diet;  http://www.health.gov/dietaryguidelines/dga2010/DietaryGuidelines2010.pdf

Media Contact:
Elizabeth Lascaze, GolinHarris
213-438-8719
[email protected]

SOURCE Grimmway Farms

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