Field Fresh Farms, Watsonville, Calif., has refreshed its branding and packaging and expanded to retail business.
The company has a new website (fieldfreshproduce.com) and developed new conventional and organic retail packaging.
Fernando Ramirez, sales manager, said the company has a history of responding to market needs “quickly and decisively.”
“When it became clear retailers were looking for additional sources of conventional and organic produce, we quickly adapted,” Ramirez said in a news release. “Now we have the capacity to continue to meet the needs of our foodservice customers, while also filling a gap for the growing retail segment.”
Field Fresh Farms has been a foodservice supplier for decades, Ramirez said, through the Field Fresh Farms and Beach Road Organics labels. The company will continue to grow, pack and ship to those customers, even as the retail program continues momentum.
“As our business moves into a new phase, we thought it was the perfect time to refresh our website and our branding,” Jacob Dobler, marketing manager and fourth-generation farmer whose family founded the company in the 1950s, said in the release.
The company’s logo still features a seaside cypress tree, which has been a key element of the company’s visual identity for many years.
“However, it’s been updated to make an even bolder, modern statement,” Dobler said in the release. “We feel the change is a great metaphor for what’s taking place at our company, as we leverage our legacy to build new relationships with respected retailers around North America.”
The company’s conventional retail products (Field Fresh Brand) include:
- Romaine hearts, three-count bags;
- Iceberg lettuce, film-wrapped heads;
- Spinach, 10-ounce bags;
- Spring mix, 10-ounce bags;
- Baby kale, 16-ounce clamshells.
The Beach Road Organics retail line is:
- Mega mix, 5- and 16-ounce clamshells and 10-ounce bags;
- Arugula, 5- and 16-ounce clamshells and 10-ounce bags;
- Baby kale, 5- and 16-ounce clamshells and 10-ounce bags; and
- Baby spinach, 5- and 16-ounce clamshells.
Moxxy Marketing, Salinas, Calif., designed the updated logo, website and retail packaging.
