From The Boston Globe:
Catching supermarket shoppers’ attention can be a tricky task. And the folks who run UTEC knew that the name of the Lowell center for young adults returning from jail might be a tough sell at your local Whole Foods.
So they worked with Boston ad agency CTP to come up with a new brand for their products: “Madd Love Market.’’ (The UTEC name itself won’t change.) The new name will soon appear on cutting boards that UTEC sells through about 35 Whole Foods stores in the Northeast, starting in November, and online through Waltham-basedPreserve. And then it’s on to other products, such as a line of almond nut butter and peanut butter that debuts in January. Salad tongs could be next, or maybe dog beds made through UTEC’s mattress recycling program.
“The feedback was, UTEC does not necessarily sound delicious when you walk down the aisle of the food store,’’ says Gregg Croteau (left), UTEC’s executive director. For Croteau and his team, the move into food sales represents an important milestone. These products, all made at UTEC’s campus in Lowell, give young people ages 17 to 25 with criminal backgrounds a chance to start over — to learn a skill, build a resume, earn some money.
Read the full article HERE