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J&J Produce to unveil new name, look this fall

J&J Produce, based in Loxahatchee, FL, will unveil a new corporate image and logo this fall. The move comes after 30 years under the current moniker and look, and is part of the company's push toward future growth.

"The first step was engaging in a comprehensive customer survey to assess J&J's strengths and provide feedback on how we can further improve our value proposition to our customers," Brian Rayfield, vice president of business development and marketing, said in a press release. "The evaluation process included analyzing competitive markets and internal and external reviews. To assist with the review and rebranding efforts, J&J Produce engaged the expert services of Full Tilt Marketing, which specializes in fresh produce."

J&J Produce and Full Tilt Marketing are working closely to complete the rebranding process and plan to unveil the new J&J Produce at the PMA Fresh Summit in New Orleans, where they will debut the new company name and logo.

"I've known the management at J&J Produce for several years and I've watched them grow," Heidi McIntyre, managing partner at Full Tilt Marketing, added in the press release. "We are excited about helping them transform their corporate image and make strides to connect with customers and consumers in a new way."

J&J Produce specializes in growing cucumbers, bell peppers, squash, tomatoes and eggplant. The company, established in 1983, has experienced significant growth in the past 10 years and is now a top tier vegetable supplier. The company has leveraged its growing reputation with key national accounts into a national sales and international sourcing plan. J&J manages over 3,000 acres of production from their own farms and grower partners. J&J has operations in Florida, Georgia, Tennessee, North Carolina, Texas, Arizona, Mexico and the Dominican Republic.

"We have evolved from a buying-and-selling operation supplying primarily the foodservice industry into a farming-and-growing operation, with farms located in strategic growing regions to supply our diverse foodservice and retail customer base," Rayfield added in the press release. "As we've grown steadily and expect to expand rapidly nationwide, it's time to re-evaluate the essence of our brand. As we enter more markets and interact with more customers, particularly consumers, we want to make sure our name, brand and story clearly communicate who we are today. Our brand is our promise and the company is dedicated to delivering on it."

Full Tilt Marketing, a consulting firm with offices in the Southeast and Midwest, specializes in produce and food marketing. Working with commodity boards and grower-shipper organizations, Full Tilt assists clients with new product development, brand management, retail promotions, online marketing, social media and marketing communications.