( Courtesy Homegrown Organic Farms )

Homegrown Organic Farms, Porterville, Calif., has rebranded, with a new logo and packaging design.

New product designs and materials for Homegrown Organic’s stone fruit, citrus, blueberries, grapes and fall fruit will roll out this year. New graphics will be on cartons, pouch bags, headers bags and clamshell labels, according to a news release.

The company changed its name from Sierra Heights Marketing in 2008. CEO Scott Mabs said that reflected core values of “who we are and what we care about,” which is about people and relationships formed through business.

“This revamp is much deeper and broader than a few font changes and color updates,” Mabs said in the release. “It is about bringing clarity and purpose to our brand and how we can impact people for the better.

“It is our goal that our brand remains consistent with our reputation of being a company that is people focused while providing the best organic fruit available.”

Through the design, the company keeps three key value propositions in mind, according to the release:

  • 100% fresh organic fruit focus;
  • Diverse fruit offerings with year-round availability; and
  • Farmer and family-owned, with more than 300 years of combined experience.

Cherie France, marketing manager, said the rebrand modernizes and streamlines the original brand while staying true to the company’s values and focus.

“It’s important that we continue to stay with current trends to make an attractive package for store shelves,” France said in the release. “As always, customers and consumers alike can expect the same quality and service but now with a new look.”

Related stories:

Homegrown Organic Farms focuses on citrus

Homegrown Organic hires Parker Anderson in sales

Homegrown Organic expands offerings