Rhonda Vincent has unveiled the latest iteration of the Bluegrass Express, her tour bus which also serves as a rolling billboard for both her and Martha White.
Actually, it’s not really a new bus, but a new graphic wrap, celebrating the renewal of Rhonda’s sponsorship agreement with Martha White.
The company has a long history of sponsoring bluegrass bands, going back to Flatt & Scruggs and Jim & Jesse in the 1950s and ’60s. At the time, Martha White was a more regional distributor of packaged flour and corn meal, based in Nashville and available mostly in the southeastern US. A bluegrass band with a popular radio program, performing for rural audiences, driving up and down the highway, was a prime way to reach consumers.
These days, Martha White is part of a the Smuckers company and is distributed widely across the country.
So when you’re in the baking aisle of your favorite grocer’s, remember which brand has been sponsoring bluegrass music for the past 60 years.
