Chelan Fresh unveils Joyfully Grown tree fruit brand
Joyfully Grown is the new tree fruit brand for Chelan, Wash.-based Chelan Fresh.
The first shipments of the company’s fruit under the Joyfully Grown and Joyfully Grown Organics labels are coming this fall, with the 2022 apple and pear harvest, according to a news release. Cherries under the new brand will be available in the late spring of 2023.
Brand story
Company leaders said work on the new brand started last fall with a series of grower interviews and feedback sessions, according to the release.
The process resulted in the creation Joyfully Grown brand, which company leaders said is a “transformative yet simple” word combination.
The brand message conveys, in part, the many joys of farming and marketing fruit. Those joys include caring for orchards, growing fruit, and watching new generations elevate to leadership, company leaders said in the release.
“Happy is a temporary feeling,” Daniel Gebbers, domestic sales manager, said in the release. “And, a lot of times, you’re happy if something is easy. Something that’s joyful, on the other hand, might be really difficult, but you find joy in doing it. You find joy in that process and in the outcome. And, in our case, we find joy in the success we can give to our employees and our partners.”
The new brand, the release said, will be used for the company’s entire offering of non-proprietary apple varieties, which includes Honeycrisp, granny smith, fuji, Pink Lady, and others. Joyfully Grown will also be utilized for all varieties of pears, as well as rainier and sweet red cherries.
Joyfully Grown Organics a cohesive organic version of the new brand, will be released simultaneously, according to the release. Both conventional and organic packaging will include colorful pouches, eye-catching merchandisers, and a new custom-shaped PLU for easy in-store recognition.
The organic line has a set of colors that are easily recognizable as organic, including a lavender and kraft brown palette, according to the release.
“I didn’t realize how deeply joy resonated with our growers until I heard them give their own definitions of the word,” Tom Riggan, CEO, said in the release. “Although not everyone could be in the room when this decision was made, it clearly represents who we are as a company and the values we hold so dear,” Tom says. “We do what we say we’re going to do, and we want to be known for that. We want to show the consumer that the fruit we are growing brings us joy, and we hope it brings them joy too.”
The Joyfully Grown brand reflects the experience, the attention to detail, and the quality that goes into Chelan Fresh fruit, Julie DeJarnatt, director of retail strategy, said in the release. “It bridges the gap for the shopper who comes in and thinks that apples just appear on their shelves, opening that doorway to the idea that these are real people who get up and choose to do this every single day and honoring what they go through to produce such a consistent, fresh, high-quality piece of fruit.”
For more information, see www.chelanfresh.com/joyfullygrown/.
