Morton Salt Scales Up to Serve More Grocers

Article Summary

Morton Salt has announced a major expansion of its Consumer segment, aiming to boost production and reliability across North America. Through a series of completed and upcoming projects, the company will increase its annual evaporated salt output by approximately 500,000 tons and solar salt by 360,000 tons. Some of this new capacity is already online, with full completion expected within 12–18 months.

This strategic investment is designed to strengthen Morton’s position as the leading salt supplier in the U.S. and Canada. The expansion supports all product lines and channels, signaling a commitment to meeting growing demand from grocery retailers and consumers alike. Morton’s leadership emphasized the “win-win” nature of the move, highlighting benefits for both the company and its customers.

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Local Business Types for Broadcasters to Consider Contacting

Regional Grocery Chains – These retailers rely on consistent supply and can use broadcast media to reassure customers about product availability and brand reliability.
Bulk Food Stores – With Morton’s increased production, these outlets can promote expanded salt offerings and value pricing through targeted broadcast campaigns.
Local Butcher Shops and Meat Markets – These businesses often use specialty salts for curing and seasoning. Broadcast advertising can spotlight their craft and connect Morton’s expansion to quality and tradition.

Three Creative Campaign Ideas for Broadcasters to Consider

Radio Station Commercial Idea: “Salt of the Shelf” – Celebrate Morton’s expansion by spotlighting local grocers stocking a wider variety of salt products, emphasizing freshness and availability.
TV Station Commercial Idea: “Seasoned to Serve” – Feature a behind-the-scenes look at how Morton’s increased production helps local stores meet demand, reinforcing trust and supply chain strength.
Digital Advertising Campaign Idea: “Sprinkle & Save” – Launch a limited-time digital coupon campaign for Morton products at participating grocers, paired with interactive content on cooking tips and flavor pairings.