Magnolia USA touts ‘Love in All Flavors’ at SF Pride fete
Magnolia Ice Cream USA’s float at San Francisco LGBT Pride parade. CONTRIBUTED
SAN FRANCISCO – For many years, Magnolia Ice Cream USA, with its familiar Filipino flavors such as ube, macapuno and mango, has been a premier nostalgic brand for a lot of Filipino immigrants. Now, it’s offering flavors familiar to the general market, including Kona coffee macadamia, guava, avocado, lychee and Thai tea.
In pursuit of breakthroughs in the general consumer space with “the flavors you know in an ice cream,” the Magnolia team has been creating a presence in major public events, the most recent being the San Francisco Pride weekend June 25-26.
The Magnolia USA contingent at SF Pride parade. CONTRIBUTED
“The LGBT community is made up of influential consumers. That power of influence that the community has can grow not only the brand but a good way to grow awareness on Filipino food and culture as well,” Marketing Representative Ronald Quesada.
“It has been a remarkable experience for us to see non-Filipinos completely embrace these flavors, including ube. The level of interest varies from kids more focused on flavors, to adults interested in trying ‘something new and different,’” said Quesada.
Aside from providing samplings at Civic Center for two days, where lines long lines of tasters tried out new flavors, the Magnolia Ice Cream USA team also participated in the parade.
The Magnolia contingent consisted of an island-themed float with Amoura Teese, a popular Castro Drag Artist; Kariktan Dance Company, which carried enlarged images of Magnolia Ice Cream pints; and employees and friends in Magnolia Pride shirts.
Magnolia’s parade theme, “Love in All Flavors,” complements its tagline in the general market, “The flavors you know in an ice cream.”
“There are a lot of moving pieces in our drive to be the premium tropical cream in the US. We find that space wide open in the ice cream industry and we’d like to embrace it. We’ve partnered with several media outlets to make it work and we’re happy about the results so far,” said Quesada.
The company started its general outreach at Oakland Running festival in March, finding events a good way to be known to consumers. It then extended its efforts throughout California as part of iHeartRadio’s most popular local concert, Wango Tango.
Magnolia Ice Cream is available in Lucky’s and Safeway in San Francisco. They are also available in Ralphs, Von’s, Albertsons and Asian stores in other cities.
For more information about Magnolia Ice Cream USA you may visit www.magnoliaplease.com. Magnolia Ice Cream USA is owned and operated by Ramar Foods International. The leader of frozen Filipino Food in the US and Canada.
