Santa Maria, Calif.-based Fresh Avenue Partners is unveiling Green Light, a new commodity line that features a variety of fresh items, including cilantro, bok choy and green onions.
Green Light items will be available exclusively from Fresh Avenue.
“It’s not every day you get the opportunity to develop a new label in our industry,” Jim Leighton, Fresh Avenue’s Northeastern sales manager, who also is heading up the Green Light initiative, said in a news release. “Behind Green Light is the idea of a product that comes from amazing family farms and packers so that the consumer knows they have a quality product on their plate.”
Through Fresh Avenue’s network, the Green Light label is supported by logistics, consolidation, and regional customer support activities.
“Green Light is the perfect complement to the producer partners our team represents,” said Mark Vaughan, managing partner of Fresh Avenue, in a news release. “We work directly with the growers that know quality and freshness is a top priority for our customers. Green Light encourages everyone to ‘Go for Fresh’ at every level of the supply chain.”