C.H. Robinson Worldwide Inc., is expanding its emphasis on fresh with a new brand, Robinson Fresh.

The Eden Prairie, Minn.-based distributor is combining subsidiaries and creating the new brand to differentiate itself and provide a clear identity focusing on fresh produce and fresh products, according to a news release.

Robinson Fresh unifies all C.H. Robinson brands into unified business brand:

  • Foodsource Inc., Edinburg, Texas;
  • Rosemont Farms Corp., Boca Raton, Fla.; and
  • Timco Worldwide Inc., Woodland, Calif.

Through a network of growers in 36 countries, Robinson Fresh provides licensed, proprietary and private label brands.

Robinson Fresh products include asparagus, sweet corn, greens, melons, tropicals and dry vegetables, according to the release.

C.H. Robinson creates Robinson Fresh brand“Robinson Fresh reflects our progress over the past 100 years as a quality fresh product supplier and provides our customers, growers and employees with an identity closely aligned to fresh food,” Jim Lemke, C.H. Robinson’s senior vice president, said in the release. “The launch of the Robinson Fresh brand signifies our ability to adapt to the marketplace, raise our visibility and market our products while still leveraging all of the services provided by C.H. Robinson.”

The company started a new website which has downloadable materials including information on consumer trends, category insights and market data.

Robinson Fresh also plans to provide updated information via social media sites including LinkedIn and Twitter, according to the release.

C.H. Robinson originally started as a wholesale produce brokerage house in 1905.