Farmer-owned cooperative Eastern Carolina Organics has rebranded the organization as Happy Dirt.
The Durham, N.C.-based operation, which partners with farmers to market and distributes wholesale, organic produce to retailers and foodservice customers on the East Coast, has a new logo and website landing page, according to a news release.
“Since day one, we’ve taken a unique approach to achieving our mission and we are grateful and inspired by how much we have been able to accomplish over the last 15 years,” company founder and CEO Sandi Kronick said in the release. “We know there is still more work to be done, more impact to be made, and more chances to support great farmers, so we are excited for this evolution to our new brand and the next chapter in our story.”
The rebrand and new logo emphasize brightly-colored packaging and labels that utilize vibrant illustrations of an organic farm’s “superheroes” as agents of education, according to the release.
Happy Dirt “simplifies the often over-complicated idea of organic” and tells a story of tasty, healthy produce from great farmers, the release said.
“This transition to Happy Dirt is really just an outward expression of who we’ve been all along - proud, vibrant and happy,” Kronick said in the release. “Our relationship with farmers and long-standing partnerships with retailers has, and will aways be, the most important and most rewarding part of our work.”
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