Chris Cervini, president and owner of Lakeside Produce, invites PMA Fresh Summit attendees to see Lakeside's rebranding on the expo floor. ( Courtesy Lakeside Produce Inc. )

Visitors to the Lakeside Produce Inc. booth at the Produce Marketing Association’s Fresh Summit will notice some changes, with the company undergoing a complete rebrand.

The 75-year-old company will unveil its new brand Oct. 19-20 in Orlando, Fla., at Fresh Summit booth No. 4073. A new logo and brand guidelines represent Lakeside’s core brand identity: simplicity, innocence, honesty and approachability, according to a news release.

“Our brand is a critical asset when we are looking for the right partner for the network,” Robert Najm, vice president of global sales and marketing, said in the release. “It’s a critical asset when we are working to add new customers, or for that matter when we are recruiting new talent.”

In recent years the company has expanded, and also has greenhouse facilities in Michigan and Texas.

Changes involved in the rebranding project also include:

  • Redesigned packaging;
  • A new booth that will debut at Fresh Summit; and
  • New photos, videos, logo animations and other website/online updates.