Calavo introduces brand refresh
Santa Paula, Calif.-based Calavo has unveiled a brand refresh that company leaders say signals the evolution of the legacy brand to an image and personality that highlights the marketer’s “one-company vision” and future innovation.
In 2021, Calavo began to analyze its brand personality and perception in the marketplace according to a news release. That process, the release said, included extensive surveys of media publications, consumers and internal stakeholders to help inform the development of Calavo’s new branding vision, including:
- An evolved logo design;
- Updated tagline; and
- Complete overhaul of the company’s consumer and industry-facing, and investor relations websites.
The new branding elements are designed to evoke feelings of freshness and happiness while paying tribute to Calavo’s fruitful past, according to the release.
The new Calavo logo is accompanied by the new tagline: THE FAMILY OF fresh, an evolution from the company’s former tagline emphasizing Calavo is not just “a” family of fresh, but “THE” family of fresh. The logo and tagline design are registered to Calavo, according to the release.
Calavo’s new primary color palette consists of fresh and vibrant greens, with yellow, blue, pink and orange as secondary colors, according to the release.
The colors have been chosen to acknowledge the company’s heritage in agriculture while including a modern and playful twist, company officials said.
“Produce marketers will notice lighter and brighter colors throughout our branding elements,” Nelia Alamo, vice president of communications, who led the rebranding process for Calavo, said in the release. “We are thrilled to differentiate ourselves with our new branding and color palette, which will play well into new product labeling, social media campaigns and on the trade show floor.”
Under Calavo’s new “one company initiative,” Renaissance Food Group and its brand, Garden Highway, will be marketed under the Calavo name, according to the release.
“Following the acquisition of Renaissance Food Group in 2011, Calavo saw an opportunity to synergize our business, as we were already operating as a single company,” Brian Kocher, president and CEO, said in the release. “We have united our leadership and operations teams, so it makes sense that we also speak to the industry as one brand voice. Calavo is positioned, under our new branding, to continue building on our legacy as pioneer and innovator in the avocado and fresh food industry.”
“We are thrilled to share our new, single brand with the industry,” Ron Araiza, executive vice president of sales for Calavo Prepared, said in the release. “Calavo continues to keep our brand promise of great quality, food safety and service to our valued partners and consumers, while the trusted Calavo name helps to build relationships and drive sales.”
“I am fortunate to have witnessed the evolution of Calavo during my tenure with the company,” Rob Wedin, executive vice president of sales for Calavo Grown, said in the release. “Our brand refresh serves as another example of how we uphold our values of innovation and drive to best serve our customers and the industry.”
