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After 46 years in the fresh produce industry, L&M Cos. has launched an entirely new brand.

The Raleigh, NC-based company made the announcement to the industry during the Produce Marketing Association's Fresh Summit International Convention & Exposition held Oct. 15-18 in Orlando, FL.

"We have rebranded the organization to better represent our business," John Oxford, president and chief executive officer of L&M, said in an Oct. 15 press release. “I speak for the entire company when I say that we are all excited about our new brand. It conveys our dedication to farming, our connection to our customers and our expertise throughout the supply chain.”

In addition to a new logo, L&M is rolling out a new line of communications that are based on the company’s promise of delivering commitment from the ground up.

The communications include a new tagline, “Well Grounded,” which represents the company’s down-to-earth, hard-working and humble nature, as well as its solid history in the industry and its farming operations.

Gary James, chief operating officer of L&M, added in the press release, “We’ve been exhibiting at PMA’s Fresh Summit convention for over 15 years, and we feel it’s the perfect venue for us to unveil our new brand. It gives us the opportunity to present our new brand to the industry up close and personal.” He added that he is excited about the new look and the changes he has helped implement during his three years at L&M.

“By building on the expertise of our people and our ability to leverage the volume and diversity of our farm network, we can deliver on the needs of our customers like never before,” Mr. James said in the press release.