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.}

OXNARD, CA - Westfalia Fruit, a global leader in the avocado industry, believes the next phase of avocado growth in Asia will be driven by more than increasing volumes. As markets across the region develop, understanding how consumers choose, use, and experience avocados will become increasingly important, requiring a more integrated approach from research and growing through to ripening, product development, and category support.

Westfalia Fruit is bringing consumer and market insights closer to decisions across this value chain, using what it learns in individual markets to help shape how it serves customers today and develops products and avocado varieties for the future.

China, Japan, South Korea and India illustrate why Asia cannot be approached as one homogeneous avocado market. Consumer habits, quality expectations, routes to market and preferred formats vary significantly. In China, avocados are increasingly finding their way into drinks and food applications alongside fresh consumption. Japan remains a highly quality-focused market, where consistency and presentation are particularly important. South Korea combines fresh demand with opportunities across avocado-based products, while India is developing rapidly as more consumers discover the category and access expands across retail, foodservice and e-commerce.

“Asia’s avocado category is moving into a different phase,” says Hans Boyum, Customer Director, Developing Markets at Westfalia Fruit, in the recent release. “Volume alone will not drive the next stage of growth. We need to understand why consumers choose an avocado, how they enjoy the fruit, and what gives them a great experience. Those expectations are different from one market to another, so our focus is much bigger than simply supplying more fruit.”

For Westfalia Fruit, this means increasingly working backward from the consumer. Insights into taste, ripeness, size, format, convenience and eating experience can influence not only how fruit is supplied and marketed today, but also product development and the characteristics considered in future avocado varieties.

That is where Westfalia Fruit’s integrated position across the avocado value chain becomes increasingly relevant. The company’s involvement extends from research, plant material and varietal development through growing and sourcing to packing, ripening, convenience products, distribution, category development and ultimately the customer and consumer.

In many cases, Westfalia Fruit designed the very tree the avocado grows on. Through its research and varietal development capabilities, the company can connect what customers and consumers may need in the future with decisions being made at the very beginning of the value chain today.

“We have the ability to connect what happens with the consumer all the way back through the value chain,” says Boyum. “That is important because decisions made today can influence what customers and consumers will have available to them years from now. The closer we can connect those decisions to real market insight, the better positioned we are to develop the category for the long term.”

“For our customers, that means working with a partner that can look beyond the immediate supply requirement. We can bring together research, origin, year-round supply, ripening, product development and local market knowledge, and use those capabilities to respond to what consumers need today while also preparing for what they may want next.”

Westfalia Fruit’s research, commercial, and market teams are increasingly bringing these perspectives together. Consumer and customer insight can help inform product and varietal development, creating a stronger connection between market expectations and characteristics such as quality, eating experience, format and varietal performance.

The same integrated approach supports Westfalia Fruit’s ability to serve markets throughout the year. Its global growing and sourcing footprint spans major avocado origins across the Americas and Africa, while its capabilities in ripening, fresh fruit, convenience and category development allow programs to be adapted to different seasons, customers and markets.

“Understanding the differences between markets has very practical implications,” says Diego Vasquez, Asia Commercial Lead at Westfalia Fruit. “Origin, specification, ripeness, and format all need to reflect how the avocado will ultimately be sold and consumed. Our role is to bring those elements together consistently and make it as easy as possible for our customers to grow the category.”

COCHISE, AZ - In today's competitive produce environment, retailers need more than a supplier. They need a partner committed to delivering consistent quality, reliable execution, and innovative solutions that help drive category growth.

Plant Grow Harvest continues to strengthen its position as a trusted retail partner by focusing on the fundamentals that matter most: freshness, consistency, quality, and innovation. These pillars guide the company's approach from sourcing and production to customer service and category support.

"Success starts with consistency," said Dave Yeager, Chief Sales Officer of Plant Grow Harvest, in the recent release. "Retailers need partners they can count on every day. While innovation is important, it has to be backed by dependable execution, strong communication, and a commitment to quality."

Rooted in its mission to support customers through every stage of the supply chain, PGH works closely with retail partners to identify opportunities for growth through consumer-focused product development, merchandising solutions, and category insights. By remaining responsive to evolving consumer preferences, the company continues to bring fresh ideas and innovative approaches to the marketplace. For Plant Grow Harvest, innovation is more than introducing something new. It is about creating meaningful solutions that help retail partners meet shopper needs, drive engagement, and build long-term success.

At the same time, the company remains deeply committed to maintaining the quality and consistency that customers have come to expect. Through strong grower relationships, operational excellence, and a focus on continuous improvement, PGH continues to deliver products retailers can trust.

As the company looks ahead, it remains focused on expanding partnerships, supporting customer growth, and advancing innovation throughout the category. Building on its momentum, PGH will also be exhibiting at the upcoming IFPA Global Produce & Floral Show following recognition as a Best First-Time Exhibitor at last year's event. The company looks forward to connecting with industry partners and continuing to showcase the innovation, quality, and customer-first mindset that define its business.

"We're proud of the momentum we're building, but we're most proud of the relationships behind it," commented Yeager. "Our goal is simple: help our customers succeed through quality products, innovative thinking, and dependable partnership."

To learn more about PGH and Digs®, visit pgh.farm or eatdigs.com.