Giumarra revamps Nature’s Partner brand

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News and insight for North America's fresh produce buyers
Maura Maxwell

BY MAURA MAXWELL

@maurafruitnet

Giumarra revamps Nature’s Partner brand

New branding seeks to reflect company’s core values and modern outlook, the company said

Giumarra revamps Nature’s Partner brand

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Giumarra has launched a redesigned version of its consumer brand, Nature’s Partner, which will make its debut in US stores when the company’s autumn and winter offering hits US stores this month. These include Argentinean blueberries and Mexican melons.

Nature’s Partner was founded in 2003 as a unifying brand for Giumarra’s family of growers to pack their produce under. The company said the new look sought to combine the brand’s core values – including Italian heritage, family values, growing expertise and high quality – with a focus on new growth through the use of modern, fresh colours and elements.

“Our brand refresh truly came from within the company,” said Hillary Brick, senior vice president of marketing of Giumarra. “We surveyed our employees and growers and heard an overwhelming sense of pride in the service Giumarra represents. We feel our new look represents this visually and will inspire our stakeholders.”

The company has greatly increased in size since 2003 and now offers a much broader product range. Additionally, Giumarra’s new technology platform is designed to be the foundation for the future as the company expands globally.

“It was time for our brand to represent both our growth and our emphasis on service,” Brick said.

Giumarra’s CEO, John Corsaro, said the company would be introducing the new branding to industry partners in the coming weeks.

“We deeply appreciate the support from all of our customers and growers which has Giumarra to enjoy substantial growth. The new brand represents our commitment to providing best-in-class service to our partners, mutually expanding our businesses into the future,” he said. 

 

 

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