WATSONVILLE, CA - As shoppers roam the produce aisles looking for delicious fruits and vegetables to fill their baskets, brand recognition is key for suppliers to stand out amongst the myriad of offerings. In its pursuit of brand evolution, California Giant Berry Farms is working to ensure its name is easily identifiable and synonymous with quality and sustainability through a new website as well as an eye-catching clamshell label design.
“Consumer demand for information is at an all-time high,” said Kyla Oberman, Director of Marketing. “The new site provides the content consumers want—from how to select and care for berries to content that communicates who we are as a company and our sustainability initiatives.”
The updated website features a streamlined design and easy-to-use interface, developed with consumer experience in mind, as noted in a release. Offering up a wealth of information, the site features include:
- “Buy Now” Purchasing Tool: The new site features a purchasing tool that enhances the current in-store product locator. Shoppers can simply go to the product locator page and click ‘Buy Online’ to add to their preferred grocer’s e-commerce shopping cart
- Sustainability: The brand’s longtime focus on sustainability has been shifted to the forefront through communications regarding its triple bottom line: People, Planet, Profit. Users can now learn more about the company’s various sustainability initiatives that span from field to headquarters and its various certifications
- Updated Blog and Enhanced Recipe Filter: User experience updates to the blog and recipe collection have transformed the respective pages into easy-to-navigate resources. Users are now able to easily search recipes and filter by dietary preferences, berry type, seasonality, and more
As California Giant has launched its updated website, the grower has also dropped a new clamshell label design that takes a modern approach to the brand’s classic logo. The re-designed label incorporates the legacy colors that shoppers recognize with an up-to-date flair.
The new label will apply to all California Giant conventional and organic strawberries, blueberries, raspberries, and blackberries and will be gradually introduced to the produce department now through spring 2022.
“It’s very exciting to see the new label design begin to roll out,” added Oberman. “After reviewing design concepts over the last 18 months, we partnered with our Berry Perks loyalty program members—a group of over 7,000 consumers—to refine and ultimately choose the final design direction. We’re already receiving fantastic feedback from our trade partners who love the updated, clean look.”
With brand evolution in its crosshairs, what other updates and launches will we see from California Giant going forward? AndNowUKnow will keep an eye out for the answers.
