Wish Farms Showcases Brand Refresh at Southeast Produce Council's Southern Exposure
- by Lilian Diep
PLANT CITY, FL - The excitement leading up to Southeast Produce Council (SEPC)’s show-stopping event is palpable this week. What better way to prepare for the Southern Exposure 2020 trade show floor than with equally exciting news? I have been in talks with Amber Maloney, Director of Marketing, and she tells me that Wish Farms is planning to showcase its brand refresh this year, resplendent with a new booth graphic, new berry labels, and its new tagline, “Generations of Sweetness.”
When I asked Amber for more information on the new labels, she did not disappoint—both conventional and organic labels for strawberries, blueberries, blackberries, and raspberries will have eye-catching colors that are sure to make consumers do a double-take.
“We spent over a year doing consumer and internal research to better understand how people feel when they see our brand,” Amber started. “We chose to feature contrasting colors in a unique gingham pattern to accentuate the fruit and make the labels really pop. We believe it’s a different look than anything else in the marketplace.”
I, for one, was both surprised and excited when Amber told me the color pairings. The strawberries’ new label will have a vibrant teal while raspberries have purple. Blackberries will get a very complimentary pink, and blueberries will be associated with a vibrant orange. Wish Farms’ logo will have a new tagline that now reads “Generations of Sweetness” to portray Wish Farms’ longevity, fun, light-hearted character, and of course, its sweet berries. Wish Farms’ label also incorporates a trademarked emblem with the words “Feel good, eat berries, make a difference™.”
“The emblem is now a staple of our brand. Our label is the best place to communicate who we are, right in the consumer’s hands,” Amber shared with me when I asked how the emblem came into being. “It’s really threefold. You feel good eating nutritious berries. You feel good serving berries to your family because they’re healthy. And finally, we want you to feel good when choosing our brand because Wish Farms is doing our part to give back and make a difference in our community. It’s not just a marketing campaign; it’s our brand commitment.”
The year-round berry grower is rolling out these new labels with a call-to-action on the back reading “You buy, we give, see how” that directs consumers to a dedicated page showcasing the amazing work Wish Farms does. With every berry purchase, a portion goes to the Wish Farms Family Foundation with a focus on three pillars of giving: food insecurity, youth education, and community.
And with Southern Exposure just around the corner, Wish Farms will display its brand refresh that coincidentally falls in line with SEPC’s challenge this year.
“SEPC challenged the exhibitors to showcase ways on how they’re giving back to the community, and it’s really timely because that’s our new messaging, not just for this show, but moving forward as a company,” Amber continued. “We will be featuring our ‘Growing Happiness’ motto on our booth graphics displaying a collage of our growers and staff at various company volunteer outings. Our new brand focus really ties in nicely with the show.”
Wish Farms hopes to connect with other berry growers and retail partners at SEPC to discuss packaging and recyclability. To find out more, visit booth #713.
With inspiring deeds just a berry pack away, it’s hard not to be excited for the innovative ideas that Wish Farms is turning out. Keep checking back with us at ANUK as we bring you more news in the fresh industry.