Florida tomato and vegetable grower-shipper Lipman is launching a new consumer website and establishing a social media presence.

Immokalee, Fla.-based Lipman was scheduled to launch its new site, lipmankitchen.com, on May 7, said marketing associate Jessica Kerstein, who is overseeing the effort.

The company also is setting up pages on Facebook, Twitter, Pinterest and YouTube, Kerstein said.

The moves are part of a company effort to establish closer relationships with the end-users of their products.

“We think it’s important to understand our consumers and what’s important to them,” Kerstein said. “There’s a need among consumers to know where their food is coming from.”

The new consumer outreach effort comes seven months after the grower-shipper changed its name from Six L’s to Lipman and launched a website, www.lipmanproduce.com.

As part of that rebranding effort, Lipman shelved existing brands and labels and is focusing on the Lipman brand, Kerstein said. The consumer website and social media efforts will help reinforce that brand name in consumers’ minds, she said.

The new site, which will focus on tomatoes, includes recipes, tomato facts, health tips, food blogger content and a feature that allows consumers to interact with growers of Lipman tomatoes, Kerstein said.

Growers also will be featured in videos on Lipman’s YouTube channel.