ORLANDO, FL - Fresh Express®, the brand leader in value-added salads, is proud to unveil its refreshed brand identity, signaling a new era for the category leader. With a modernized logo, thoughtfully redesigned packaging, and a strategic vision rooted in fresh quality, taste, and health, Fresh Express is reaffirming its position as the Salad Expert and setting the stage to connect with a new generation of salad lovers.

“At Fresh Express, we believe our commitment to providing fresh, high-quality products isn’t just a promise—it’s a mindset,” said Fabian Pereira, Vice President of Marketing at Fresh Express, in a recent press release. “This brand refresh honors our rich legacy while celebrating where we’re going. And it’s more than a new look—it’s an invitation for consumers to express themselves through bold flavors, vibrant ingredients, and personalized salad creations. Our goal was to build deeper meaning and relevance for today’s consumer—especially Gen Z and competitive shoppers—without losing the trust of our loyal fans.”

A Fresh Look Rooted in Legacy

The brand’s iconic red shield and signature leafy imagery have been elevated in the new logo, reinforcing trust, quality, and a personal touch. A modernized handwritten wordmark brings warmth and authenticity, while a confident, curved shaped language and evolved color palette enhances shelf standout and navigation.

Fresh Express conducted extensive consumer testing—both qualitative and quantitative—to ensure the new visual identity resonated with is consumers. The results: consumers preferred the new design 2:1 over the previous iteration and cited stronger connections to key brand attributes like taste, health, and freshness. The refreshed identity brings to life Fresh Express’s core belief that salads are more than a meal — they’re a vibrant canvas for creativity, self-expression and personal flair.

Packaging that Performs

The refreshed packaging was developed in partnership with award-winning New York-based branding agency Sterling Brands whose keen eye for detail helped shape the new packaging to align with the brand’s future direction. The updated packaging breaks through the clutter and clearly communicates Fresh Express’s premium value in a highly competitive fresh category. Enlarged product windows communicate freshness at a glance, while simplified typography and a cohesive color system make it easier to shop and even easier to love.

“We are proud to have played a role in the Fresh Express brand transformation. As customers continue to seek out options that support healthy habits, Fresh Express stands out in bold and exciting ways—reasserting their expertise and authority across the category,” said David Israel, Chief Creative Officer at Sterling Brands.

“Our packaging now reflects what consumers already feel: Fresh Express brings joy to the table,” added Pereira. “This is more than a design change—it’s a bold celebration of the flavor, freshness and creativity that make our salads special.”

Crafted with Care, Backed by Research

Grounded in design strategy and consumer insights from the start, every element was intentionally crafted to elevate the brand’s impact and connect emotionally with consumers—from the refreshed brandmark that evokes trust and approachability, to packaging cues that highlight freshness, taste, and quality at a glance. The visual identity is strategically sound and built for long-term relevance, designed not only to stand out on shelves, but to reflect individuality, and inspire consumers to express their unique personalities and preferences through every salad they create.

What’s Next

The updated visual identity will begin appearing on shelves nationwide starting May 9, 2025, with additional activations to follow as part of the broader “Express Yourself” campaign, which recently launched in April. The “Express Yourself” campaign celebrates individuality and aims to spark creativity in kitchens across the country through a multi-phase campaign across streaming, social and digital.

With this bold new chapter, Fresh Express is refreshed, reimagined, and ready to reassert its category leadership in an exciting, modern way. For more information about the brand, visit www.freshexpress.com and follow Fresh Express on Instagram, Facebook, Pinterest, YouTube and X.

FRESNO, CA - Baloian Farms reported late last week updates for several items in tight supply. Let’s dive in really quickly to see which categories are affected.

Green Peppers

A gap in supply is reported as the transition to California production gets underway. Baloian Farms advises you to get ready for California bell peppers soon!

Eggplant

Baloian Farms reported that eggplant has backed off from stable to light, reversing the supply pattern of previous weeks. The supplier also noted that any advance notice from its customer partners regarding needs for the week helps enormously in strategizing supplies and ensuring demand coverage.

Poblano Peppers

Harvest will begin this week. Reports have come in that the peppers have great color and shape. To start the season, supplies register around light.

Next to harvest will be Jalapeño!

Keep checking back in with AndNowUKnow for more production updates like this.

PHILADELPHIA, PA - Offshoot Brands, home to a portfolio of vibrant, produce-forward brands, is pleased to announce the appointment of Brendan Haslam as Director of Category Management + Analytics. Brendan joins the team with over 20 years of experience across market research, consumer packaged goods (CPG), and the produce industry.

Throughout his career, Brendan has built a reputation for strategic leadership in business intelligence, category development, and cross-functional collaboration. His global perspective and ability to translate insights into actionable strategies have helped drive sustainable growth for numerous food and beverage companies.

“I was first drawn to Offshoot Brands after speaking with our Chief Commercial Officer, Angie Rowland,” said Haslam in a recent press release. “Her positivity, passion, and enthusiasm for the company’s growth were truly inspiring. Once I understood the vision, the product portfolio, and the momentum behind these incredible brands, I was hooked.”

In his new role, Brendan will lead Offshoot’s category management and analytics function, helping shape the future of healthy snacking and value-added produce through consumer insights and market intelligence. He is focused on building a high-performing team, identifying growth opportunities, and partnering closely with retailers to support business expansion across the U.S. and Canada.

“In my first few months, I plan to hit the ground running—diving deep into our consumer data, understanding the market dynamics, and collaborating across teams,” Haslam added. “I’m motivated by the chance to make meaningful contributions, solve complex challenges, and work alongside a passionate group of people who share a mission to make healthy eating fun and accessible.”

Angie Rowland, Chief Commercial Officer at Offshoot Brands, shared her excitement for Brendan’s appointment, stating: “Brendan’s expertise will be invaluable as we continue to scale. He brings a wealth of knowledge across the entire produce department, along with strong relationships and deep industry connections. His ability to turn insights into strategy will help guide our commercial direction and support our retail partners in optimizing their businesses. I’m genuinely excited to see the positive impact he will have on our team and customers.”

George Shropshire, General Manager at Offshoot Brands, echoed the enthusiasm: “Brendan brings the kind of sharp, data-driven thinking and collaborative mindset that aligns perfectly with our team’s values. His leadership will play a key role in shaping the future of our brands and unlocking new opportunities in rapidly evolving categories.”

Brendan joins Offshoot’s growing leadership team at a pivotal time for the company, as it continues to expand its presence in the value-added fresh space through brands like Love Beets (ready-to-enjoy beet products), Veggie Confetti (bold, pickled vegetables), Genuine Coconut (authentic fresh coconut products), LOOP Mission (cold-pressed juices fighting food waste), and Fresh Face Foods, a newly launched line redefining convenience in plant-forward eating.

To learn more about Offshoot Brands and its mission to make healthy eating easy and enjoyable, visit www.offshootbrands.com.

DETROIT, MI - Ben B. Schwartz & Sons, a leading wholesale distributor of fresh fruits and vegetables, has expanded its sales team as the company scales into new and existing territories and adds to its product portfolio.

Ben B. Schwartz & Sons caters to local and national grocery retailers and food services group customers across the MidWest and Canada, and is currently expanding its operations to large metropolitan areas that reside between Toronto and Atlanta, and east to North Carolina, where the company has existing footholds.

To aid in these efforts, the company has recently onboarded three new hires: Director of Foodservice Sales, National Account Manager and Sales Merchandiser. Together they will assist current customers with the high-quality service they expect, and help scale the business in target markets - already helping bring in upwards of 40 new accounts, a press release explained.

Josh Harrison - Sales Merchandiser

As the newest member of the sales team, Josh brings a wealth of experience over his 20-year career in sales positions within the fresh produce industry. Josh has mastered all facets of the sales relationship, including spearheading community efforts, identifying and executing marketing initiatives and working across customers, vendors and merchants to maximize the full growth potential of a business. In his career, he has successfully introduced and scaled new product lines, built high-functioning sales and marketing teams and implemented solutions that improve delivery and the client experience. In his previous position as Director of Operations at Grow the Produce Shop, he launched the organization’s second market location, which out-performed the original location in sales by the second year - overall nearly doubling company-wide sales in just two years. In his new role as Sales Merchandiser, Josh will lead the lime division, focusing on establishing new grower relationships and product offerings.

Scott Bagan - Director of Foodservice Sales

Scott has over ten years working in the fresh produce industry leading business development efforts for a number of organizations, coming to Ben B. Schwartz & Sons from his role as Business Development Manager at Anthony Marano & Company. Scott has conducted high-impact sales efforts in the MidWest region for years and in his new role will focus on business development for the company’s foodservice business.

Paul Suttmiller - National Account Manager

Paul has over 15 years of experience straddling duties across both selling and purchasing. In that time, he fostered strong relationships with stakeholders across the supply chain, making him an agile addition to the Ben B. Schwartz & Sons team. As a National Account Manager, Paul will help lead business development efforts on behalf of the company’s wholesale division focusing on distributors and regional retailers.

“We’re focused on growth, and the only way to do that without sacrificing the standards we’re known for is to expand our team with sharp, motivated people who are full of fresh ideas and dedicated to exceptional customer service,” said Jordan Grainger, Vice President of Sales at Ben B. Schwartz & Sons. “These new additions deliver on our history of rooting ourselves in relationships - and being the trusted partner our customers have come to expect. We’ve implemented new technology and protocols that make it easier for us to get to customers faster, farther away while still providing best-in-class products, and combined with our dedicated staff, we’ll be able to scale our business faster than ever before.”

For more information about the company, please visit www.benbdetroit.com.

SALISBURY, NC - Ahold Delhaize USA announced Sanja Krajnovic, EVP, ADUSA Distribution and ADUSA Transportation, has been named Chief Supply Chain Officer.

“Given the scope of her role leading one of the largest supply chains on the East Coast, with more than 20 distribution centers and an expansive transportation network, it is important to have Sanja and her teams represented within our U.S. leadership group,” said JJ Fleeman, CEO of Ahold Delhaize USA, in a recent press release. “Sanja has helped further solidify our self-distribution model as a competitive edge in the markets where the U.S. brands operate, with nearly 90% of our network now self-distributed. I’m confident she will continue to add value in this role, applying a strategic approach to supply chain management and partnering with each of the brands to advance their local brand strategies and growth.”

Krajnovic joined ADUSA Distribution in August 2022. Since then, she has continued the transformation of the supply chain into an integrated self-distribution model, enhancing operations, driving increased efficiency and savings and improving safety performance, retention and culture.

Through these efforts, both ADUSA Distribution and ADUSA Transportation were recently named as 2025 Top Employers in the U.S. by the Top Employer Index.

“Over the past several years we have been laser focused on improving not only our capabilities and maturity in the supply chain, but building a culture where people want to come and grow careers and being an employer of choice. People are at the center of our business, and I look forward to continuing to work with our supply chain teams and each of our brands to deliver excellence and growth.”

Prior to joining ADUSA Distribution, Krajnovic served as Senior Vice President of Store Operations at Dollar General, where she oversaw 9,300 locations across the U.S. Before that, she spent 25 years with Target Corporation, most recently as Group Vice President, Global Supply Chain and Logistics. In various roles at Target, she directed multi-site functions across retail operations, food, global supply chain and logistics, and led numerous strategic initiatives and transformations.