Pure Flavor says it is preparing to unveil a large-scale brand refresh this October at the International Fresh Produce Association’s 2025 Global Produce and Floral Show, set for Oct. 16–18, in Anaheim, Calif.
The company says this evolution highlights its continued commitment to purposeful growth, guided by deep consumer understanding and a forward-looking approach to brand building.
In a landscape defined by rapid change and shifting consumer expectations, Pure Flavor says it recognized an opportunity to evolve, not reactively, but intentionally.
“We didn’t set out to simply change our look,” says Julia Weber, director of marketing for Pure Flavor. “This refresh represents a broader shift in how we communicate, connect and show up as a brand, both now and in the future.”
The team began the process with one goal in mind: listen. Rather than making assumptions, they leaned into research, uncovering insights that revealed not just how the brand is seen today, but where it has the most opportunity to grow, says the company, adding that what followed was a careful and collaborative process of translating those insights into a stronger, more connected brand experience.
The decision to refresh the brand wasn’t sparked by a single moment; it was the result of ongoing reflection about how to best support the company’s momentum, according to Pure Flavor. As the company continues to scale, the team recognized the need for an identity that not only honors where they’ve been, but one is also built to carry them forward with clarity and confidence. It’s a long-term investment in staying relevant, distinctive and aligned at every level, internally and externally, the company says.
“What became clear is that people want more simplicity, transparency and more meaning from the brands they engage with,” Weber says. “This isn’t about chasing trends. It’s about being intentional with how we show up and creating a brand that reflects both who we are and who we aspire to be.”
While visual changes are part of what’s to come, the refresh is more than a design update, the company says, adding that it’s a strategic realignment that reinforces its long-term focus: building a brand that resonates deeply, scales effectively and stands apart in an increasingly crowded market.
“This moment is about honoring where we’ve been while stepping boldly into what’s ahead,” says Jamie Moracci, CEO of Pure Flavor. “It’s not about changing direction. It’s about sharpening our focus and ensuring everything we put into the world reflects the same purpose and energy that’s driving us forward.”
The updated brand identity will debut at IFPA’s 2025 Global Produce and Floral Show, unveiling a new logo, redesigned packaging, customer-focused messaging and more. Rolling out in phases throughout the year, this brand refresh is more than a milestone, Pure Flavor says; it is a clear declaration of the company’s unwavering commitment to clarity, connection and meaningful growth.
Pure Flavor is a vertically integrated, family-operated greenhouse grower with facilities across North America. Known for an innovative mindset and trusted partnerships, the company says it continues to invest in strategies that drive long-term value across the fresh produce industry.
