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.

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%