Leafy greens grower, processor and shipper WP Rawl of Pelion, S.C., says it has rebranded its leafy green flagship value-added brand from Nature’s Greens to WP Rawl Farms, a name change that is a return to its roots and is intended to better improve brand recognition across product lines.
The company said it added “Farms” to the brand name to help the consumer better understand the connection between WP Rawl and the products purchased.
Consumer research conducted by WP Rawl showed 9 out of 10 consumers said the new packaging fits within the brand and provided a higher purchase intent, according to a news release.
WP Rawl said it will roll out the new packaging during the final quarter of 2024, with full product availability starting in January 2025. The new look will debut at booth No. B2153 during the International Fresh Produce Association’s Global Produce and Floral Show this month in Atlanta.
“As we approach our 100-year anniversary, we reflect on our rich heritage and the journey that shaped us. For the past 17 years, we have grown to love our Nature’s Greens brand, but as we honor our legacy, we are proud to bring the WP Rawl name back to the forefront,” Ashley Rawl, vice president of sales, marketing and product development, said in the release. “WP Rawl has always stood for quality, reliability, and freshness. We’re excited to reintroduce our name on our packaging, representing the trust and value we’ve built over a century through vertical integration, food safety, and our commitment to innovation and sustainability.”
