( Courtesy Wholesum )

Wholesum Harvest, Wholesum Berries and Wholesum Family Farms will be collectively known at Wholesum, as the company undergoes a brand refresh.

New packaging, point-of-sale material and consumer-facing marketing will be updated in the coming months, according to the company. The new contemporary “look and feel” of Wholesum will debut at The Packer’s Global Organic Produce Expo, Jan. 31-Feb. 2, in Hollywood, Fla.

The core brand identity is defined through the company’s new tagline: “Grown for Good,” according to a news release.

“As our brand evolves, so does our look and feel without compromising our mission,” Ricardo Crisantes, chief commercial officer of Wholesum, said in the release. “We are growers of healthy, organic produce. Through our responsible methods, we protect the health of our workers, consumers, and the environment.”

The company also has an updated logo.

The brand refresh comes a year after Wholesum opened its Wholesum Berries business for organic berries. In 2017, Wholesum introduced the first Fair Trade certified farm in the U.S.

“Wholesum has always been a progressive and evolving entity,” Crisantes said in the release. “This is why we are updating our brand — to be relevant in this fast-paced and growing industry.”

For more information on GOPEX, see https://www.globalorganicexpo.com/.