PHARR, TX - Medrano Produce will debut a refreshed brand identity at the 2026 Viva Fresh Expo, marking the next chapter for the Texas-based, family-owned company founded in 1979.

The updated look honors the company’s roots while presenting a clear, modern identity that reflects who Medrano Produce is today, as a bespoke quality, dependable partner built on integrity, and service.

“This update reflects who we are as a company and who we are as a family,” said Franco Medrano, Vice President of Sales & Marketing at Medrano Produce. “We are a family business that still operates on the same values we were founded on: consistency, accountability, and service. We’re proud to share it with our customers who also become family.”

According to a press release, the brand refresh includes updated packaging, a new visual identity, and messaging that better represent the Medrano family’s legacy and long-standing commitment to customers across retail and foodservice. The new design will roll out across packaging, sales materials, and digital platforms beginning this spring.

The refreshed brand will be formally introduced at Viva Fresh Expo, April 16–18. Attendees are invited to visit Medrano Produce at Booth #801 to see the new look and meet the team behind it.

Medrano was clear that how the brand looks has evolved, but the company’s foundation remains the same. For more than four decades, Medrano Produce has built its business on relationships and a hands-on approach to service.

“Our name is on every bag,” said Medrano. “That means something to us. It represents our family and the responsibility we feel to the people we serve.”

WENATCHEE, WA - As America gears up for its 250th anniversary, CMI Orchards is bringing the celebration to retail with a special edition American Dream® program featuring eye-catching, limited-edition packaging and point-of sale materials designed to capture the spirit and pride of the season while inspiring shoppers.

This once-in-a-generation milestone gives retailers a fresh way to stand out with shoppers through compelling storytelling, patriotic displays, and purpose-driven promotions that honor America’s heritage, a press release stated. CMI’s special edition American Dream® program brings this to life across apples and cherries with coordinated packaging, impactful display solutions and a national cause-marketing campaign that deepens emotional connection and drives engagement.

Patriotic Packaging and Display Solutions

To celebrate America’s 250th anniversary, CMI Orchards is introducing updated American Dream® packaging and POS designed to create bold and impactful retail displays, including:

• Commemorative 250-themed pouch bags and clamshells for cherries
• Coordinated cherry master cartons that align with packaging graphics to support high-visibility displays
• New American Dream® apple pouch bags designed for extended seasonal use, with strong merchandising opportunities tied to key patriotic holidays such as the Fourth of July and Veteran’s Day

These elements are built to simplify merchandising while delivering cohesive, eye-catching displays that stand out in the produce department.

Building an Eye-Catching Display

Retailers are encouraged to utilize these bold, patriotic display boxes prominently near the front entrance of the store, creating an immediate, powerful first impression that sets the tone for holiday promotions and energizes the entire shopping experience. These displays not only inspire shoppers to feel a sense of national pride, but also encourage impulse purchases tied to gatherings, celebrations, and festivities throughout the store—ultimately driving increased basket size across the entire store.

“When you create large, visually striking, patriotic displays that tap into pride of country, you’re not just selling fruit, you’re creating a moment,” said Bob Mast, President of CMI Orchards. “We’ve seen these types of front-of-store, high-impact displays drive as much as a 15–25% lift in sales while meaningfully increasing total basket size as shoppers lean into celebrating the holiday in a bigger way.”

Purpose-Driven Promotion Supporting Military Families

From June 18th through July 16th, CMI Orchards will team up with Healthy Family Project to drive a national fundraising campaign benefiting military families.

Through the American Dream® program, proceeds will benefit Our Military Kids, which funds extracurricular activity scholarships for children ages 1–18 of deployed National Guard, deployed Reserve, or Veterans receiving care for combat-related injuries or illnesses.

This powerful partnership gives retailers a compelling way to inspire shoppers while connecting everyday purchases to a meaningful cause, strengthening shopper loyalty while driving incremental sales.

American Dream® Delivers at Retail

American Dream® apples and cherries combine standout visual appeal with a story that resonates with today’s consumers. Featuring bold, patriotic 250th anniversary packaging, the program is designed to capture attention at the point of purchase while connecting with values-driven and family-focused shoppers.

Backed by integrated in-store and digital storytelling, American Dream® taps into key seasonal snacking occasions and builds deeper shopper trust through meaningful cause-driven engagement that reflects the spirit of America.

Multi-Channel Marketing Support

Retailers will benefit from a fully integrated promotional campaign spearheaded by both CMI and Healthy Family Project, including multi-platform social media activations, military family-focused e-newsletters, exclusive virtual cooking class content, registered dietitian TV segments, and national and trade media coverage. With enhanced packaging, cohesive display solutions, and robust promotional support, CMI’s expanded American Dream® program provides retailers with a turnkey opportunity to capture summer momentum while celebrating America’s 250th anniversary with their shoppers.