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Village Farms’ new look, labels, packaging and product smash hits

Meredith Reilly of Village Farms shows off the company's new packaging in its booth at Fresh Summit. (Photo by Chip Carter)

Village Farms in Eatontown, NJ, rolled out new packaging at the Produce Marketing Association’s Fresh Summit convention and trade show in Atlanta last month and the results were unfailingly positive. The company’s booth was perfectly situated in the middle of the show floor, and the dramatic display made full use of new logos and packaging, drawing crowds non-stop throughout the four-day event.

Village Farms followed up its hit Fresh Summit performance with another crowd-pleasing appearance at the New York Produce Show & Conference earlier this month in New York City.

Village Farms, a wholly owned subsidiary of Village Farms International Inc., headquartered in Delta, BC, Canada, is a premier North American grower-marketer of branded, hydroponic greenhouse-grown produce.

The company now has a new logo, new packaging and new labeling, all part of a major rebranding effort and new trademarked variety naming.

“Village Farms has used the same logo for 22 years,” said Marketing Manager Helen Aquino. “We felt that it had run its course and that now was the time to reconnect with our customers and consumers. We conducted extensive market-research methods that included on-line consumer panels and consumer focus groups. We updated our logo and labeling, and we are introducing the line to the trade with the tagline, ‘Fresh Just Got Fresher.’ “

The rebranding gives Village Farms more consistency in its packaging, lets consumers see more product through that packaging, and utilizes consumer-friendly language that resonates with shoppers.

Previous packaging featured photos of product on the label, an approach Ms. Aquino called “redundant. We want consumers to see our greenhouse vegetables, and so we decided to showcase them in all of our new packaging.”

New language on the label is designed to appeal to shoppers. The company’s signature Campari tomatoes are now known as “Sinfully Sweet Campari,” its Romas are “Savory Roma,” and its on-the-vine product is marketed as “Delectable TOV.”

Other products have gotten a similar makeover. The official new company logo is white print set on a vivid green background, but that same logo on a tomato label is purple. Sweet peppers, renamed “Sweet Bells,” feature an orange logo. Mini cucumbers, now called “Scrumptious Minis,” and long English cucumbers, now trademarked as “Luscious Seedless Long English,” feature a teal blue logo.

The company recently introduced a tomato that is new to North America, the “Heavenly Villagio Marzano,” an authentic San Marzano tomato that debuted to raves at Fresh Summit. The original stock comes from Naples, Italy, and Village Farms has exclusive North American rights to grow the product.

The company also recently opened a new packing and fulfillment facility in the Dominican Republic and is nearing completion of a new state-of-the-art greenhouse in Monahans, TX.

“We grow 365 days a year in locations throughout North America, and we recently commenced operations in the Caribbean region with our first-of-its-kind packing and distribution facility in the Dominican Republic. This ensures that only the freshest possible produce is delivered to our customers,” Ms. Aquino said.