JALISCO, MEXICO – Looking to boost its already prodigious greenhouse offerings, Oppy grower-partner Divemex has debuted a new brand that effectively blends its impressive history and sets a distinctive challenge for future achievements.
The company unveiled its new tagline of “Growing Beyond Expectation” after more than two decades of aiming to set the standard for greenhouse vegetable production in Mexico, according to a press release.
“'Growing Beyond Expectations’ captures what Divemex does best, producing arguably the top greenhouse product line in Mexico while also investing in community growth with creativity and pragmatism, said James Milne, Vice President of Marketing for Oppy. “The new brand represents Divemex’s keen commitment to pressing its business and its values ever forward into surprising and exciting places.”
The new brand and line includes a refreshed Divemex logo, showing the evolution to a traditional uppercase D emblem to offer a more contemporary look. This brand will extend to packing, pos materials, social media, and a new website–when the grower’s season begins in late summer.
The brand celebrates Divemex’s robust growth, as well as the company’s current plans to eclipse its annual volume of 4 million boxes through diversification and the addition of new greenhouse facilities this fall. Divemex also plans to concentrate on new organic production, allowing the company to capitalize on a key consumer trend.
“'Growing Beyond Expectations' celebrates what we’ve achieved, but most importantly, conveys our commitment to achieve even greater things in the future,” said Luis de Saracho, CEO of Divemex. “In the beginning, we were among the first in Mexico to produce vegetables in a high-tech greenhouse. Next, we focused intensely on quality, flavor, and eating experience. Now, we are leading by example with our commitment to sustainability and the welfare of our team.”
The company stated that it is known to some as the first North American pepper grower to achieve Fair Trade Certification about a half dozen years. All of Divemex's facilities in Etzatlan and Culiacan, Mexico, are now Fair Trade-certified.
Divemex noted that its Fair Trade premiums have been channeled to over 1,000 scholarships for worker children and adults finishing their basic education or receiving work-related training. This also includes school remodeling, computer labs, two dental clinics, and other community support. Green spaces and recreational activities are available for workers to enjoy with their families.
“We’re excited to take this strong stand,” de Saracho said. “It focuses our attention on the kind of growth that truly matters, not just for our business but for everyone who interacts with our products.”
De Saracho and Divemex believe that the “Growing Beyond Expectations” commitment will effectively differentiate the brand both with trade and consumers over time as the company’s Fair Trade practices of sustainability, conservation, and social welfare are manifested in each and every bite of its produce.
“'Growing Beyond Expectations' means that the sky is the limit at Divemex,” de Saracho continued. “We’ll continue to innovate and deliver products that delight consumers and build communities on both ends of the supply chain."
Divemex blends quality and sustainabile practices in all of its conventional and organic sweet bell and mini peppers, and conventional cucumbers, to cultivate a truly unique offering.
