TRAVERSE CITY, MI - A comprehensive rebrand centers on North Bay Produce’s greatest asset: the farmer. The farmer symbol represents the heart and soul of the company and underscores its commitment to connection, cooperation, and global reach. As it prepares to spotlight the rebrand to the industry at the upcoming Southern Exposure, I spoke with Brian Klumpp, Director of Marketing, and Nick Osmulski, President, about this important milestone.
“Our farmers’ dedication and work ethic are the driving forces behind North Bay’s sustained success since 1984,” Brian remarked. “By focusing on varietal development and expanding our global farmer-owner portfolio, we continue to elevate our performance and share the compelling stories of our farmer-owners.”
The company emphasized that its farmers are not just the foundation of North Bay’s business—they are the business. To connect consumers with the people who feed their families and the world, the global cooperative brings farmers to life through an augmented reality (AR) experience integrated into the rebranded packaging. With AR labels, viewers are guided through a 3D farm diorama that shares stories of the people bringing their produce to market.
“This AR technology gives us an avenue to tell a story and connect the consumer to where their fruits and vegetables are being grown, how they’re being grown, and new and exciting varieties being grown,” Nick Osmulski, President, shared of the new branding. “This is something that retailers have been asking for, and we’re excited to bring this new storytelling opportunity to our customers’ produce departments for the consumers.”
The rebrand also features a new logo with a farmer icon. The farmer was designed to be timeless, representing the generations of farmers in the company’s history, and also a universal figure, representing North Bay’s diverse men and women farmers from every corner of the globe.
“We are tremendously proud of this work,” added Brian. “A great deal of planning and thought went into all elements of this project, and we believe it will resonate with our customers.”
The emphasis on its people cannot be overstated, as both Nick and Brian expressed their gratitude to the people who make it possible.
“Between the great group of farmers that make up North Bay and the team of employees around the world, it’s truly an amazing group of people working together every day that drives the success of the company,” Nick noted.
“North Bay is thriving, and this moment gives us the opportunity to emphasize what’s behind that success—our people,” Brian added. “While we’ve long been a quiet and humble company, we now embrace the chance to modestly yet clearly share why our story is worth knowing.”
Set to debut the rebrand at Fruit Logistica in Berlin next month, North Bay Produce is also looking forward to showcasing the new packaging at the upcoming Southern Exposure.
“We look forward to the show as an opportunity to showcase our rebrand, connect with partners, and spotlight the importance of our farmers,” Brian told me. “Our new booth will feature updated berry packaging with a new logo and AR technology, enhancing consumer engagement and sharing the stories at the heart of our cooperative.”
You won’t want to miss stopping by, so make sure to mark booth #303 on your must-see list!
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North Bay Produce
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