Belgian producer organisation Hoogstraten unveiled its new logo and branding for the first time at Fruit Logistica last week.
The company has spent the last two years developing its new uniform brand, to replace former brands Specialty Street and Flandria. Flandria will now be used on packs as a quality and country-of-origin label rather than a full brand, the company said.
Under the Hoogstraten brand, which is supported by a new website, different product categories will be represented with different colours.
Sales and marketing manager Jan Engelen said: “We decided to go back to our own brand, which is more exclusive. We feel this gives us more control, whereas previously producers could use the brand and control it themselves.”
The new Hoogstraten branding comes off the back of the company’s success with its strawberry lines, Engelen said, as the company is aiming to capitalise on the brand awareness in this category.
It also comes following a successful year for the company, with turnover of product sales reaching a record €219 million, and total turnover hitting €269m.
“This was achieved through higher volumes and better prices, especially on strawberries,” Engelen added.
As well as its key lines of strawberries and tomatoes, Hoogstraten also focuses on new product development. The company recently launched a new line of kiwiberries, and it began cherry production for the first time last year.