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News and insight for North America's fresh produce buyers
Mike Knowles

BY MIKE KNOWLES

@mikefruitnet

Authenticity at heart of new brand design

California's Oceanside Pole tomatoes will be supplied in a brand new style of packaging, says marketer Oppy

Authenticity at heart of new brand design

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Authenticity, heritage, family and a real connection with the land are among the key attributes making up a new brand identity developed for Oceanside Pole, one of North America’s leading tomato producers.

The new design, logo and colour scheme, which conveys a strong sense of the trademark’s Southern California roots and traditions stretching back nearly 80 years, was developed in partnership with leading marketer Oppy, which holds the exclusive rights to sell the brand.

According to Oppy’s vice-president of marketing James Milne, Oceanside Pole owners the Singh family have a compelling proposition for the trade and consumers alike, a story about California’s last remaining true pole-grown tomato producer that he says lends itself to an authentic brand proposition.

“Our consumer insights show us that people love Oceanside Pole tomatoes for the simple reason that they are grown outside as Mother Nature intended, by a family whose heritage is profoundly connected to the land,” Milne commented.

“The tomatoes are picked at the right stage of maturity to naturally develop the perfect colour and rich tomato flavour—which definitely gets noticed and applauded.”

The new brand identity was apparently conceived during 12 months of “spirited and insightful discussions” with renowned grower Harry Singh and his children, who also work at Oceanside Pole.

“All of this led us to a wonderful new positioning statement and brand platform for the Singh’s full assortment of fresh produce,” Milne added.

“‘On a Mission, since 1939’ speaks to their powerful legacy, daily commitment to flavour and quality, and the pursuit of excellence into the future.”

The new cartons include a depiction of Oceanside’s historic church Mission San Luis Rey de Francia, which previous generations of the Singh family are understood to have helped build and maintain.

Including the mission on the new packaging was designed to convey continuity with the past, while integrating a contemporary colour scheme and logo.

“As a family, we felt it extremely important to develop a brand that honoured our deep roots in Oceanside, our heritage and our beliefs, while conveying the intent of our approach,” said Priya Singh, Oceanside Pole general manager and fourth-generation grower.

“We’re very serious about our mission to grow tomatoes and Brussels sprouts of outstanding quality and flavour, applying the expertise of many generations to provide delicious, beautiful fresh produce that enriches the lives of those who enjoy it.”

As the growing popularity of new tomato varieties has grown, the Singhs have sought to move with the market, for example by doubling their planted area for more elongated Roma types since 2015.

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