Sun Belle Unveils Dynamic Brand Refresh Honoring Its History While Looking Towards the Future; Hailey Clark, Taylor Hazelwood, and Daniel Cervantes Comment

SCHILLER PARK, IL - Some things are worth preserving. Others deserve to evolve. For Sun Belle, the future meant doing both.

Sun Belle announced a comprehensive brand refresh that honors the trusted identity customers have known for years while introducing a fresh, modern look designed for where the brand is headed next.

At the heart of the refresh are the recognizable color palette and iconic burst symbol, thoughtfully updated to reflect Sun Belle's growth, evolving consumer expectations, and continued investment in the future of fresh berries.

"Sun Belle's brand foundation was already strong," says Sun Belle Director of Marketing Hailey Clark. "Our goal was to uncover the story behind that trust and bring it forward in a way that feels renewed, relevant, and true to our roots. We wanted our loyal customers to see the new look and immediately think, 'That's Sun Belle!' while also feeling excited that a brand they know and trust is evolving right alongside them."

Farm-Fresh Luxury, Always Within Reach

Inspired by Sun Belle's metropolitan roots and Chicago-based headquarters, the refreshed identity is built around a simple idea: bringing the luxury of farm-fresh flavor to the city, making extraordinary quality accessible wherever consumers are.

"Our visual identity is about helping people see themselves in our story – from the farm to kitchen tables, lunchboxes and busy city streets," Clark says. "Today's consumer is immersed in the hustle and bustle of life, but still wants a reliable, flavorful berry experience that feels fresh-from-the-farm. That's the experience we're committed to delivering."

Quality doesn't have to be a luxury. But it should taste like one.

Berries remain the largest fruit category in the produce department, with U.S. retail sales approaching $13 billion. As consumers place greater value on quality and transparency, brand trust matters. With berry shoppers purchasing an average of every two to three weeks, creating recognition and loyalty is increasingly important.

The refreshed packaging begins to roll out this fall with a cleaner, more contemporary design with transparent labels that allow more of the fruit to take center stage. Research shows shoppers highly value packaging that lets them see the product before purchase, building confidence before it's opened. The redesign also brings Sun Belle's conventional and organic offerings together under one recognizable brand family, with organic products distinguished by fresh green elements. Previously, the company's organic offerings carried the Green Belle logo.

"We started teasing more of the brand's personality with the launch of our Craveabelles premium line earlier this year, and we're carrying that spirit forward," Clark says. "We found a natural opportunity to make 'Belle' part of our language – from 'Enjoyabelle. Shareabelle.' to 'sustainabelle standards.' It's playful, distinctly Sun Belle and gives our brand a voice people can recognize and remember. We want Sun Belle to be unmistakably recogniza…belle."

Ensuring Quality Meets You Where You Are

While the new look is the most visible change, it represents a deeper investment in the brand and the people behind it.

"We've never believed growth should come at the expense of authenticity," says Taylor Hazelwood, Sun Belle VP of Sales & Marketing. "Our investment in the brand strengthens our commitment to the relationships and partnerships that built Sun Belle. A stronger, more relevant brand gives our retail customers another reason to believe in the products they put on their shelves, while giving our growers and employees a brand they can be proud to stand behind. Our goal is to create value throughout the supply chain and deliver quality berries in a way that creates a better experience for everyone."

Sun Belle's recent growth has driven investment and greater alignment across its vertically integrated U.S. and Mexico operations, amplified by Frutura's capabilities in areas like sustainability, innovation, and category management. Sun Belle's Chief Operating Officer of Mexico, Daniel Cervantes, comments, "Across our berry division, one thing is clear: this refreshed brand brings our business together under one powerful, unified identity. One we are proud to share from seed to consumer."

The industry will get its first look at the refreshed brand at Southeast Produce Council's Southern Innovations, Booth 504 in Nashville, followed by The Global Produce & Floral Show, Booth 1561 in Orlando.

^{Source: Circana, Total U.S. MULO+, 52 Weeks Ending 08-09-26, referenced by Frutura Director of Category Management Hailey Peyron.}