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Val Verde Vegetable Co. updates image makes changes as part of growth plans

The harvest season is underway at McAllen, TX-based Val Verde Vegetable Co., but greens aren't all that's fresh. Val Verde recently launched a new corporate identity, expanded product lines and made equipment upgrades, according to a Dec. 19 press release.


As part of several company-wide changes, Val Verde introduced a new logo that epitomizes the iconic red and green of the past image with modern styling. The new logo is anchored by landscape imagery that showcases the company's family history in the farming business.

The new identity is part of a broader company strategy to create greater recognition for Val Verde, position the organization for generational growth and maintain the family history and values that built the business.

In addition to a facelift for the company image, the Val Verde packing facility also is stepping up its game. New box-strapping equipment has been added to improve the safety and efficiency of its packingline. The new equipment uses strapping to securely close the boxes and eliminates the use of staples, avoiding potential for foreign metals in the package and making the boxes safer to handle.

Finally, the production department is expanding product lines and upgrading acreage with a state-of-the-art drip-irrigation program. The new irrigation system allows for better water management and improved crop quality on specialty items like fenugreek, also known as methilieaf. Common in Indian cooking, fenugreek continues to grow in popularity as the population diversifies and cooking shows and ethnic cuisines make new products widely known among today's consumer.

"Over the past three generations, our business has seen many changes, but our emphasis on customer service has never changed,” Frank Schuster, president at Val Verde Vegetable Co., said in the press release. “A new image is exciting as the third generation enters the business, but we are more excited to continue to add new products and technology that bring additional value to our customers."