Houweling’s Tomatoes just launched a branding and marketing effort that features chief executive officer Casey Houweling and his signature as a symbol of his commitment to a new slogan, “Mastery Under Glass.”

The second-generation operator of the British Columbia, Canada, greenhouse operation shares the spotlight with tomatoes in the new marketing plan.

Houweling said in a news release that the company’s entry into the brand marketing world does not mean the company is supplanting its grower culture. He said it is simply the right time for Houweling’s to tell its story to consumers and he is “prepared to put my name on our quality promise.”

Chief marketing officer David Bell said in the release the new approach leverages the company’s best asset: “In Casey we have the passionate tomato artisan.”

Bell said the new slogan embodies the care that has been at the heart of the greenhouse business since Cornelius Houweling, Casey’s father, started growing in 1956.

Houweling’s introduces tomato brand, marketingFor the marketing makeover, Houweling hired Dossier Creative, the firm known for creating the Mike’s Hard Lemonade brand. The design firm created a campaign that carries Houweling’s photo and signature.

The new message and images will be carried on all packaging, truss tags and social media such as Facebook and Twitter. Bell said in the release the company is “investing in breakthrough viral marketing to encourage tomato lovers to connect with us.”

Part of the message reminds consumers that unlike many greenhouse growers who contract product under their name from other growers in Mexico, Canada, and the U.S., the Houweling’s brand appears only on products Houweling grows.