Cris-P Produce changes name to Wholesum Family Farms
by Christina DiMartino | September 28, 2010
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
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
Wholesum Family Farms will be exhibiting at booth No. 3759 at the PMA
Fresh Summit Oct. 15-18 in Orlando, FL.