“They’ve developed 5-pound bags that this brand can be used on, and it can either be a tag on a Kwik Lok, or it can be the bag itself,” Moquist said.
If, for example, a retail customer wants the logo on its private-label bags, that can be done, Moquist said.
Even if shippers equally use the brand, it still presents a unified face to the buying world, said Keith Groven, a salesman for Grand Forks, N.D.-based Black Gold Farms.
“The biggest thing we want to represent is the best quality red potatoes come out of the Red River Valley,” he said.
There’s an edifying aspect to the logo, as well, Groven said.
“There are some things that make our potatoes unique, and in the past it has been difficult for people to identify with our growing region, and there hasn’t been a unified effort to promote where the product was coming from,” he said.
The new look’s use of “a little more color” will attract attention, said Cory Seim, a salesman for Hoople, N.D.-based Northern Valley Growers.
The potatoes will do the rest, he said.
“People remember Red River Valley potatoes have a taste that I don’t think anybody else can compete with. They’ll remember the product,” he said.