NEW ORLEANS — Reflecting its national push, J&J Produce Inc. has changed its name to J&J Family of Farms Inc. and transformed its branding.
During the Oct. 18-20 Produce Marketing Association’s Fresh Summit 2013 expo, the Loxahatchee, Fla.-based grower-shipper of Southern vegetables gave its corporate brand image a makeover concurrent with its name change.
Marking 30 years in the business, J&J changed its name and brand to point to its growth as it nationally expands its retail and foodservice sales.
J&J also changed the logo to create a more consumer-friendly retail brand image, said Brian Rayfield, vice president of business development and marketing.
“We felt it was time to makeover the company to better identify who we have become and where we are going,” Rayfield said. “We really want to better connect our farms to consumers. People want to know where their food is coming from. As we ship local grown in the summer, we want consumers to feel like they’re buying local throughout the year.”
Rayfield said the new image reflects a contemporary look but at the same timer remains a little nostalgic.
“It’s nostalgic from where we came from, but it shows where we’re going,” he said.
The company has developed from a buying and selling business that primarily served the foodservice industry into a farming and growing operation that supplies a many retail and foodservice customers throughout the U.S.
The rebranding fits with its efforts to distribute produce as a national supplier, Rayfield said.
The company’s family farming roots trace to 1923.
Brothers Jimmy Erneston and Jerry Erneston started J&J in 1983.
Chris Erneston, Jimmy Erneston’s son, is president and chief executive officer.
Rayfield and Kohl Brown, vice president of sales, are also partners.
J&J packs more than 7 million cartons a year from its own farms and grower partners in Florida, Georgia, Tennessee, North Carolina, Texas, Arizona, Mexico and the Dominican Republic.