Columbia Marketing International changes name
Washington fruit grower-shipper Columbia Marketing International has changed its name to CMI Orchards.
Changes over the past decade at the 27-year-old Wenatchee, Wash.-based company helped drive the decision to change the name, which took effect Sept. 1., said Steve Lutz, the company's vice president of marketing.
Those changes include replanting orchards, upgrades to packing facilities and new products and packaging.
In addition, Lutz said, the new name will help customers and consumers better identify who the company is and what it represents.
"Columbia Marketing International is a long name," Lutz said.
Because of its length, it's frequently shortened to CMI, he said. That works for established customers, but for those unfamiliar with the company, it can be a roadblock.
"The challenge is moving from a trade brand to a consumer brand," he said. "People think, 'CMI - what is that?' Consumers can't connect with it."
"Orchards" was the word that resonated best in consumer research CMI conducted as it was considering a new name, Lutz said. Words like "Farms" and "Growers" also were considered, but many consumers identified those with vegetable or row crops.
The company talked about dropping "CMI" entirely, but feedback from customers convinced officials to keep it, Lutz said.
"What came through from the trade was the history, legacy and goodwill in 'CMI.' Our conclusion was it was a mistake to drop that."
The company also decided to retain an eagle graphic in its new logo because of customers' attachment to it, Lutz said.
CMI's new color scheme, green and "rich" blue, resonated with consumers surveyed, he said.
In addition to a new logo and color scheme, CMI is rolling out new boxes and packaging, Lutz said.
Some late-season cherries with the new logo have already shipped, he said. After the company had made the decision to change its name, but before it was ready to announce it, cherry packaging ran out.
It didn't make sense, Lutz said, to place a new order for packs that would soon be obsolete.
"We kind of snuck them out there."
As CMI uses up its old stock of boxes and bags, new boxes and bags with the new logo and color scheme will come into circulation, Lutz said.
"There are some bags getting into circulation now."
