NOGALES, AZ - The name Prime Time has been synonymous with bell peppers since its founding in 1994. But over the last 30-plus years, the company has evolved into so much more. Now, the Coachella-based grower/packer/shipper will unveil its updated brand identity at the IFPA 2025 Global Produce & Floral Show, taking place from October 16 to 18 in Anaheim, CA. This exciting evolution underscores the company’s unwavering commitment to efficiency, quality, and trust— values that have defined Prime Time since its inception.

This refresh goes beyond a design update. It affirms that partnering with Prime Time means aligning with a company dedicated to creating measurable, positive results for its customers.

“The process started with honesty. From packaging to collateral to our website, it was time for something new. Company success wasn’t an excuse to stay the same. This refresh is about recharging our team, our partners, and our customers as we continue Growing Greater Together. At the show, it will be evident that we’re not playing catch-up, we’re pushing past the industry standard," said Marketing Manager, Desirae Perez, in the recent release.

Prime Time is more than the trusted bell pepper company that the industry has long recognized. Their capabilities extend not only to field-grown bell peppers, but also to greenhouse-grown bell peppers, mini peppers, and conventional and organic asparagus — all available year-round. Backed by cutting-edge agtech, deep-rooted partnerships, and a proven track record of quality, Prime Time delivers on its promise of upholding the highest standards of quality and timeliness.

“From humble beginnings, we set out to be the best grower of California bell peppers. Today, we are so much more with vertically-integrated operations in Mexico, Peru, Ecuador, all while keeping our California roots. It’s imperative we reflect what our business represents,” said CEO Mike Way.

This refresh leans into the company’s unique value proposition: complete seed-to-store control. By managing every stage of the supply chain, Prime Time streamlines logistics, fills seasonal gaps, and drives results. In turn, this consistency translates directly into stronger sales and measurable financial bottom-line gains for their growing partners and customers.

The new look and messaging will roll out in phases, with its debut at IFPA, featuring updated packaging, a new website, and customer-focused materials that reflect the company’s commitment to Growing Greater Together.

MIAMI, FL - Continental Fresh will arrive at International Fresh Produce Association’s Global Produce & Floral Show with a clear and refreshing mission: to make a difference by bringing water and sanitation systems to rural Latin America. True to the company’s “produce with purpose” concept, the Continental Fresh team will be at the event to listen, learn, and share why clean water matters, from Oct. 16–18 in Anaheim.

The company is looking to connect with partners who share its belief that produce can be a force for good.

“Some companies ship produce, we ship purpose,” said Albert Perez, CEO of Continental Fresh, in the recent release. “It’s meaningful to know your part of something that tastes good and does good.”

Water For All is Continental Fresh’s mango program that turns everyday purchases into empowerment and opportunity across Latin America. With a portion of the proceeds from each box of Water For All mangos, Continental Fresh helps fund clean water and sanitation projects through its partner organization, BLUE Missions. Additional fundraising efforts, like the company’s annual trek to the peak of Pico Duarte in the Dominican Republic, help to amplify the impact.

“Clean water represents hope, opportunity and a bright future,” Perez said. “It can change a child’s day, a family’s path and a community’s story. Every mango makes it possible."

By partnering with Continental Fresh, retail, wholesale and foodservice partners engage values minded shoppers with its bright, consumer-friendly labeling and straightforward storytelling. The Water For All Program is easy to execute in store. With nearly 50,000 individuals connected with clean water, sanitation or filtration, the mission is making a real difference in Latin American communities.

Meet with Continental Fresh at IFPA

Continental Fresh is scheduling meetings throughout the show to discuss the Water For All mission. Reserve a time to discuss the difference you can make by emailing [email protected].

For more information about Continental Fresh’s mango program and Water For All initiative, visit: www.continentalfresh.com.