FAIRFIELD — Jim Bonaminio, founder and owner of Jungle Jim's International Market, has gone where only Santa and famous chef Emeril have gone before:

        His cartoon image now appears on Coca-Cola packaging.

Jim "Jungle Jim" Bonaminio is thrilled that his likeness graces 12-packs of Coca-Cola. (Michael Snyder photo) | ZOOM |

        Coke officials say they put his mug on 12-pack cartons after accepting his recent challenge to hatch a catchy promotion that reflects his unique store, which has grown from a Hamilton street corner fruit stand to a national powerhouse of international foods.

        It is the first time in Coca-Cola history an independent retailer has been featured on a carton, company officials said this week.

        “Anytime the area gets recognition like this is pretty cool,” Mr. Bonaminio said.

        “It makes me feel good that I come to work every day and people know we're here and trying to do good work and present a good product.”

        Clad in his trademark safari hat and jacket, Mr. Bonaminio is pictured with a toy snake around his neck, and a grocery cart full of monkeys and fruit pushed by an elephant whose snout is wrapped around a soda can.

        The slogan reads, “Jungle Jim's International Market — where grocery shopping is fun for the whole family!”

        Only Santa Claus and Emeril Lagasse, the TV chef and restaurateur, have been pictured on Coke cartons before, said Joe Turner, an account executive for Coke who serves Jungle Jim's.

        “Jungle is the one guy who would take the chance of putting his picture on it,” Mr. Turner said. “He is a very unique individual.”

        With a colorful owner, wacky commercial and bizarre offerings that range from whole rattlesnakes to ostrich eggs, the store draws shoppers from all over to its location on Ohio 4.

        An $8 million expansion is under way and expected to unfold over the next two years with restaurants, retail stores and a hotel.

        Coke officials said they put Mr. Bonaminio's caricature on their packaging because he sells a lot of their soft drinks. The company did not charge Jungle Jim's for the gimmick.

        Five cents from every carton sold will be donated to Jungle's Kids Fund. The entrepreneur sponsors many sports teams, but this money is earmarked for local children's charities, orphanages and children's services.

        The Coke Classic 12 packs hit shelves last week and will be available only at the store. Mr. Bonaminio has been autographing the cartons for clamoring shoppers.

        “What's next — your mug on a Wheaties box?” Fairfield City Manager Art Pizzano quipped to him in a congratulatory note.

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