The company uses various advertising and promotional strategies, including traditional advertising vehicles such as radio, television, newspaper, and sponsorship; digital strategies including its website, e-newsletters and social media; and in-store merchandising-related activities, which comprises the majority of the marketing budget, including promotional signage and events such as taste fairs, classes, tours, cooking demonstrations and product samplings.

20152014201320122011
Net advertising spending (MM)$5.4$8.9$10.7$8.9$7.4
Net advertising spending growth-39.3%-16.8%20.2%20.3%12.1%
Net advertising spending % of total revenues0.7%1.1%1.6%1.6%1.5%