California fresh fruit marketer DJ Forry has introduced a new logo for the company’s 40th anniversary.

The logo features a likeness of founder DJ Forry against a background of crop fields. It mentions the Reedley, Calif.-based company’s founding in 1972 and its family-owned status.

The logo is part of a push to increase awareness of Forry’s Finest brand and label among wholesalers, brokers, retailers and growers, according to a news release.

“We feel very confident as we begin to build a significant presence with food retailers, because the values on which this company was built and grew — trust, integrity, loyalty and honesty — are still the things we believe in today,” company president Dewey Forry Jr. said in the release.

“We’re still the same company that our dad started and ran successfully for decades,” John Forry, vice president, said in the release.

In December, DJ Forry kicked off the rebranding effort by naming veteran supermarket produce executive Ray England, former president of Georgetown, Texas-based Justus Foods, as vice president of marketing.

The company markets stone fruit, table grapes, pomegranates and other items.