Salinas, Calif.-based Naturipe Farms has implemented a rebrand that speaks directly to younger consumers.
Beginning this month, consumers will see a new logo, packaging and in-store merchandising in grocery stores across the U.S. and Canada, according to the company.
“We wanted our rebranding to be representative of our long history and current market research,” CarrieAnn Arias, Naturipe Farms’ vice president of marketing, said in a news release. “We knew, just like growing our berries, that we needed to take our time and carefully cultivate this rebrand. That started by listening directly to our customers.”
The farmer-owned produce company, with a heritage that dates to 1917, is focused on reaching millennials and Gen Z with the rebrand, she said.
According to the company, the rebrand is the result of a comprehensive consumer research study that evaluated what millennials and Gen Z shoppers were looking for from the Naturipe Farms brand.
The year-long research, according to the release, led Naturipe to highlight key aspects of the brand, including:
- Communicating freshness. When selecting produce, 89% of millennials and Gen Z participants surveyed said that “freshness” is their main decision driver. Freshness relates to quality but also the look and feel of the product; and
- Emphasizing honesty and transparency. Consumers will now know the origin of their berries by the map and state represented on the label.
“For more than 100 years, freshness has always been a top priority for us,” said Dwight Ferguson, president and CEO of Naturipe Farms. “Now we’re ensuring our brand stays fresh as well.”
The research reveals that consumers believe that the Naturipe Farms name convey that products are “naturally ripened” or “allowed to ripen in nature.”
“It’s gratifying to hear consumers see and appreciate the honesty in our name,” Arias said in the release. “The elements of this rebrand clearly communicates the lush, fresh, ripened berries that we offer to our customers every day.”
The study confirmed that millennials and Gen Z are passionate about how brands treat the environment, according to the release. In that respect, company officials said Naturipe Farms is committed to reducing its effect on the environment and is currently exploring the best sustainability practices and innovations as part of its “Cultivate with Care” initiative. This means research in eco-friendly packaging, water conservation, and natural pest management, according to the release.
“We believe the work we are doing in 2019 will set the tone for our future, and the brand refresh is just the first element,” Ferguson said in the release. “Consumers will hear more from Naturipe Farms, and we’re excited to show them what our great company is all about.”