Keith Vis (from left), Devin Jasper and Dirk Vis with a box of Frank & Able tomatoes-on-the-vine in their Redcliff, Alberta greenhouse.

( Courtesy Oppy )

Frank & Able is the new tomato-on-the-vine label from the Vancouver, British Columbia-based Oppenheimer Group.

The project is a colloboration between an Alberta greenhouse tomato grower and Oppy, according to a news release. The first Frank & Able branded tomatoes will be available later in March.

The label reflects the vision of Sunshine Greenhouse owners Dirk and Keith Vis and their brother-in-law Devin Jaspers, combined with the marketing expertise of Oppy, according to the release.

The release said the Vis family has grown greenhouse tomatoes-on-the-vine since 1989, when Dirk and Keith’s father Andy and mother Alice began with a half acre under glass in Redcliff, Alberta. The operation is now owned and operated by the younger generation and produces year-round on 13 acres. The operation plans to add five more acres to the greenhouse and a new packing facility by the end of the year, according to the release.

“As we rejuvenate our overall go-to-market approach, we’re anchoring our efforts with a brand that reflects what’s really important to us,” Dirk Vis, general manager of Sunshine Greenhouse, said in the release. “By being frank and being able, we do our very best to grow well and deliver especially high quality every day.”

Brand appeal

The Frank & Able brand features a hand-crafted look, according to the release.

“It’s a simple idea that we believe will create confidence at the trade and consumer level,” James Milne, vice president of marketing at Oppy, said in the release.

“The Oppy marketing team rolled up its sleeves to undertake a very fun and energetic brand development collaboration with Dirk, Keith and Devin,” he said. “Guided by the growers’ values, we created a look and feel for Frank & Able that truly expresses the spirit of the brand, as well as the positioning line and the architecture that will sustain it into the future.”

Frank & Able tomatoes will be available exclusively from Oppy in bulk 11-pound cartons, cello bags, vexar bags and reusable plastic containers.