Joanna Jaramillo, marketing specialist with the Amado, Ariz.-based Wholesum, displays the firm’s organic strawberries and a test version of a compostable pack for blueberries on Feb. 2. ( Tom Karst )

HOLLYWOOD, FLA. — The new contemporary “look and feel” of Wholesum was on display at The Packer’s Global Organic Produce Expo.

“This is our first show after rebrand and we’ve updated our look and feel,” Joanna Jaramillo, marketing specialist with the Amado, Ariz.-based Wholesum, formerly known as Wholesum Harvest and Wholesum Berries.

The tagline for the company is “Grown for Good.”

“It really represents our mission and it is ‘grown for good’ flavor, quality, health,” she said.

At GOPEX, the company displayed greenhouse Fair Trade strawberries and received reactions to its 100% compostable packaging for blueberries.

“We’re trying to see what kind of feedback we get with this and the direction of where we want to take our packaging,” she said.

The trade-off between cost of the compostable package is felt in comparison with standard clamshell packs, she said, but retailers have given good feedback on the new packaging.

The strawberries have been available or about two months from the company’s greenhouses.

The Packer’s Global Organic Produce Expo was Jan. 31-Feb. 2.

 

 
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