Keenes, Il-based Frey Farms is rebranding its entire line from Frey Farms to Sarah’s Homegrown by Frey Farms.
The new brand will appear on everything from bins of jack o’lanterns to mesh bags of striped mini pumpkins and PLU stickers on individual pumpkins and gourds, said Hilary Long, vice president of sales and marketing.
“The new look speaks to a woman-owned business,” said Long.
The accompanying QR code tells the story of her aunt Sarah Frey, who starting her business at the age of 16 and now grows fruit and vegetables in seven states and distributes fresh beverages nationally.
Long said Frey did a small test of the Homegrown brand last year at Walmart. The move paves the way for new digital marketing campaigns and work with influencers.
“For the first time we’ll spend more on marketing online this fall,” said Long. “Not just because of COVID; it’s something we’ve wanted to do once we got the branding right and consistent across our portfolio, including our beverages.”
Frey Farms will also be promoting Sarah Frey’s new book, “The Growing Season: How I built a New Life and Saved and American Farm,” to be published Aug. 25 by Ballantine.
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