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Camellia Aebischer


Mission sharpens brand identity

Major avocado packer-marketer refreshes brand with new website and voice to promote advanced network

Mission sharpens brand identity

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Being the world’s most advanced avocado network is the centre of an identity refresh by California-based Mission Produce.

The company said it has sharpened its brand by implementing a number of improvements which includes creating a new website that better embodies its global reach.

“To remain the leader in the industry, we have spent over three decades building a web of exceptional services, state-of-the-art infrastructure, strategic distribution, and cutting-edge solutions for our customers,” said Steve Barnard, president and CEO of Mission Produce. “As a result, we have become ‘the world’s most advanced avocado network.’”

Senior vice president of sales and marketing at Mission, Ross Wileman, said the new ‘world’s most advanced avocado network’ identity communicates the Mission advantage to its international partners.

“Based on Mission Produce’s international scale and number of touch points, we felt it necessary to improve our identity to communicate all Mission has to offer,” he said. “We can provide any customer with a year-round supply of high-quality avocados, ripened exactly to their specification.”

The new website features enhanced visuals and improved communication but retains Missions core offerings.

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