Yakima, Wash.-based Domex Superfresh Growers launched its new website, http://www.superfreshgrowers.com.

The site uses social business intelligence to engage in online dialogue with consumers, according to a news release.

“Consumers are turning into researchers and increasingly want to know more about their produce,” Howard Nager, vice president of marketing for Superfresh Growers, said in the release. “They want to know what they are eating is healthy, safe and responsibly grown.

“Our new website and inbound marketing strategy helps us communicate our story to consumers, while gaining valuable analytical information and insights that allow us to quickly adapt to changing marketplace demands,”

The new website features grower videos, a product area to explain each fruit variety and usage ideas.

“While our website has changed our values haven’t. We have been connected to the land in Washington for over 125 years and share the same American family farming values as the many Superfresh growers who grow fruit for the Domex Superfresh Growers brand.” Robert Kershaw, president of Superfresh Growers, said in the release.