BLANDON, PA - Giorgio, a trusted name in mushrooms for nearly a century, has unveiled a refreshed brand identity that honors its deep-rooted heritage while positioning the company for its next era of growth.

For generations, the family-owned company has brought mushrooms to American tables with a commitment to quality, care, and innovation. As Giorgio approaches its 100-year milestone, the new identity builds on that legacy with a bolder, more contemporary look designed to engage today's consumers, inspire greater creativity in the kitchen and create a stronger foundation for the brand's future.

“Innovation has always been part of Giorgio's story, and this evolution gives us an opportunity to express that in a fresh and meaningful way,” said Bryan Shelton, vice president of sales and marketing at Giorgio, in the recent release. “We want consumers to see cooking as an experience — one that can be creative, approachable and fun. The new brand brings that idea to life with vibrant colors, engaging imagery and an identity that invites people to discover everything mushrooms can bring to the table.”

The refreshed identity was developed to strengthen Giorgio's connection with a new generation of consumers, including Gen Z and millennials, who are looking for fresh meal ideas, elevated flavors and products that make cooking easier and more enjoyable. Bold colors, contemporary photography, and a more engaging visual system showcase the versatility of mushrooms and encourage consumers to experiment with new varieties, recipes, and occasions.

The rebrand also establishes a platform for Giorgio to build on its leadership in mushrooms while pursuing opportunities for future growth. As part of the refresh, Giorgio updated giorgiofoods.com to serve as a more comprehensive resource for consumers. The redesigned website offers a destination for consumers to learn more about mushrooms, discover new recipes, explore cooking tips, and uncover new ways to incorporate mushrooms into everyday meals.

“Giorgio has nearly 100 years of equity behind its name, and our goal throughout this process was to protect what makes the brand distinctive while ensuring it is ready for where consumers and the marketplace are going next,” said Naba Bakar, in the recent release, vice president of marketing at Golden Sun Insights, who was involved in the rebrand process. “This new identity gives Giorgio a stronger platform to take its products into the future, accelerate growth and create opportunities to expand into new categories while remaining unmistakably true to the brand consumers have trusted for generations.”

A key component of the transformation is Giorgio's redesigned packaging, which brings the new identity directly to the retail shelf. The more modern, eye-catching design improves brand visibility and makes it easier for consumers to recognize and navigate Giorgio's products while retaining the quality and heritage associated with the brand.

Giorgio has also revamped its website to serve as a more comprehensive destination for mushroom lovers and home cooks. The enhanced site helps consumers explore mushroom varieties, learn preparation and cooking techniques, discover recipes and find new ways to incorporate mushrooms into everyday meals.

“We want Giorgio to be more than a brand consumers recognize in the produce aisle,” Shelton said. “We want to be the trusted resource they turn to when they need a new recipe, want to learn how to prepare a different mushroom variety, or are simply looking for inspiration for their next meal.”

The new identity will extend across Giorgio's digital and social channels, creating a consistent brand experience from the retail shelf to the kitchen. While the company's appearance is evolving, its foundation remains firmly rooted in the values that have guided Giorgio for nearly a century.

“We are still a family-owned company, and it's important that we stay true to the values that have guided us for nearly 100 years,” said Mark Currie, CEO of The Giorgio Companies. “That includes our commitment to being vertically integrated from the ground up and to the people who make everything we do possible. This evolution would not be possible without the generations of employees who have helped build Giorgio into what it is today.”

The rebrand marks an important step toward Giorgio's next century — celebrating the expertise, people, and values that built the company while creating a modern, flexible brand designed to reach new consumers, inspire new uses, and support new avenues for growth.

MILLEN, GA - Consumers are handing more of their food decisions to artificial intelligence: what to cook, what to buy, what to eat. For an industry that has spent decades competing for attention in the aisle and in the weekly circular, that raises an uncomfortable question — when the recommendation comes from a chatbot, is fresh produce part of it?

The Southeast Produce Council's (SEPC) What's New? 2026 consumer research takes on that question directly. Anne-Marie Roerink of 210 Analytics will present the research on Thursday, Sept. 10, during Southern Innovations 2026 in Nashville.

The study measures how consumers are already incorporating AI into food-related decisions, what they may expect from these tools in the future, and how AI could influence the foods and products that ultimately make it onto their shopping lists. The underlying research examines AI across recipes, meal planning, grocery lists, nutrition, budgeting and other food-related applications.

It also captures the counterpoint. The research examines where consumers hesitate, looking at concerns about authenticity, misinformation and pricing accuracy — and at what consumers expect from AI-driven food recommendations before they will act on them. The research also raises a bigger question for the produce industry: As consumers increasingly ask AI what to cook, what to buy and how to eat, how does fresh produce make sure it is part of the answer?

"AI has the potential to fundamentally change how consumers discover and make decisions about food," said David Sherrod, president and CEO of SEPC, in the recent release. "For our industry, understanding that shift early gives us an opportunity to think about how we remain relevant and visible wherever consumers are looking for answers."

The findings are part of SEPC's sixth annual What's New? research. This year's study draws from 1,500 consumers, along with an additional sample of 150 GLP-1 medication users. SEPC welcomes all Southern Innovations attendees to join the session, where they'll have the opportunity to explore the findings and exchange perspectives with fellow industry members. Southern Innovations 2026 takes place Sept. 9-12 in Nashville, Tenn. Registration and the full education schedule are available at seproducecouncil.com.

How influential is AI already? Make sure to attend Southern Innovations in Nashville to hear the findings and explore what they could mean for the industry.

WASHINGTON, DC - The International Fresh Produce Association (IFPA) is saddened to share with its members and the industry news of the recent passing of Joe Watson, who served as the organization’s Vice President of Retail, Foodservice, and Wholesale, after a prolonged and courageous battle with cancer.

“Joe was synonymous with many of our connections and engagement with the buying community in our industry,” said IFPA CEO Cathy Burns in the recent release. “A true retailer at heart who was quick with a handshake and who knew practically every buyer by face and name. His stories about his ‘retail days’ were legendary, sharing merchandising success stories and pictures of stores he has since visited. The industry consistently looked to him for his insights and analysis of our sales data and consumer trends. His passion for our industry was only surpassed by his faith and love for his family.”

Watson joined IFPA legacy organization PMA in June of 2015, where he was hired as Vice President of Domestic Business Development. Prior to joining PMA, he was the director of produce for Thibodaux, Louisiana-based Rouses Supermarkets, where he managed the produce departments’ operations of the chain's 46 retail stores.

Per his obituary, family and friends are invited to a visitation on Monday, August 31 at Chauvin Funeral Home in Houma, Louisiana, from 5-9 p.m. Visitation and service will continue on Tuesday, September 1 at Sacred Heart Catholic Church in Montegut, Louisiana at 9:00am until service time at 11 a.m.

IFPA extends its heartfelt condolences to his wife Jeannie, his two daughters, granddaughter, family members, and countless industry friends who knew him.

Joe was beloved and will be sorely missed by the many IFPA staff and volunteers who had the pleasure of knowing and working alongside him to make the global fresh produce community better.