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Cris-P Produce Co. Inc. in Nogales, AZ, an organic produce and greenhouse grower, announced Sept. 23 that it has changed its name to Wholesum Family Farms as part of a recent rebranding campaign.

The company enlisted the support of FreshXperts, a full-service produce consultancy, to lead its rebranding efforts. Ken Hopps and Anthony Totta, co- owners of FreshXperts, told The Produce News that Wholesum Family Farms' practices exemplify the new name.

"In addition to 'Cris-P Produce,' the company also previously operated under the 'Natura Organic' brand name," said Mr. Hopps. "It wanted a name to reflect its commitment to healthy organic produce as well as the company's rich family heritage."

Mr. Totta added that he and Mr. Hopps were impressed when they toured the company's farms and facilities in Mexico and met the family.

"It's a three-generation company that is operated by a wholesome family," said Mr. Totta. "The new name and brand is designed to convey the integrity of the product."

Wholesum Family Farms is a supplier of hothouse-grown premium organic tomatoes, Bell peppers, cucumbers, eggplants, mangos and squash. All products are certified organic, grown in accordance with the U.S. Department of Agriculture's National Organic Program, and are certified by Quality Assurance International or Primus Labs.

Wholesum Family Farms is dedicated to biological pest management, sustainable agriculture, minimizing its carbon footprint, socially responsible business practices and earth-friendly packaging.

"We will be unveiling the new packaging line with the new brand name at the PMA Fresh Summit in October," said Mr. Totta. "It is designed to communicate a level of comfort with the consumer and highlight the benefits of the produce."

Ricardo Crisantes, one of three brother-partners in Wholesum Family Farms and who serves as general manager, said, "My grandfather started this company in 1930. Today we remain committed to the same traditional family-farming practices. The hands-on care and attention that we give our produce enables us to fulfill the promise of providing our customers with consistently high-quality, nutritious fruits and vegetables."

Mr. Hopps added, "This company is very fair-trade oriented. They provide medical care and other worker benefits, and they are highly involved in projects that uplift the community. Wholesum Family Farms is also involved with United Nations and Save the Children programs. There are a lot of great things going on within Wholesum Family Farms that we want to share with the public."

Wholesum Family Farms will be exhibiting at booth No. 3759 at the PMA Fresh Summit Oct. 15-18 in Orlando, FL.