UPDATED: Pero Vegetable changes name for value-added focus - The Packer

UPDATED: Pero Vegetable changes name for value-added focus

01/26/2010 02:30:24 PM
Doug Ohlemeier

Courtesy Pero Family Farms

Pero Family Farms is entering the fresh-cut market with five varieties of salad toppings. Other fresh-cut products from the company include cut red and green bell pepper packs and microwaveable bags of green beans.

(UPDATED COVERAGE, Jan. 28) Repositioning itself as a value-added provider, Pero Vegetable Co. LLC has changed its name and is entering the fresh-cut vegetables segment.

Pero Family Farms is the new name of the Delray Beach, Fla.-based vegetables grower-shipper, which rolled out a retail line of fresh-cut vegetables and salad topping packs in late January.

Pero Family Farms Food Co. LLC is the legal name of the company that will market and distribute Pero’s products.

Pero’s trademarked “Salad CutUps” come in five varieties of washed and ready-to-eat gourmet toppings that feature different combinations of diced green and/or red bell peppers.

Pero is also introducing microwaveable green beans packs, bags of cut bell peppers mixed with yellow onions and packs of cut colored red and green pepper mixes.

Courtesy Pero Family Farms

Pero Family Farms sells packs of fresh-cut bell pepper and onion mixes, and more value-added products are planned for the 101-year-old company that recently changed its name from Pero Vegetable Co.

Ed Sullivan, Pero Family Farms’ chief marketing officer, said the name change comes with the rebranding of vegetable packs to ensure marketplace continuity with retailers and shoppers.

“We almost left Pero Vegetables in the commodity business because it had such a heritage to it,” Sullivan said. “Because our customers know the Pero name, we didn’t want to create inconsistency in the brand and decided to keep the Pero name in place.  This is the warmest approach that really states what the company is: a farm-based organization in these businesses that best expresses the company’s heritage and speaks to consumers.”

In 2006, Pero changed from Pero Packing & Sales Inc. to Pero Vegetable Co. LLC.

Declining to state the cost of the fresh-cut addition, Sullivan said the family company invested millions of dollars in the fresh-cut processing line at Pero’s Palm Beach County operation.

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