Chelan Fresh happy to be Joyfully Grown
Last fall grower-owned-and-operated Chelan Fresh embarked on a series of individual grower interviews, consumer feedback sessions and company core identity work. “As we went through the process, a story emerged that was distilled down to two simple words, transformative yet simple: Joyfully Grown” said Julie DeJarnatt, director of retail strategy, speaking of the genesis of the company’s new fall branding.
According to DeJarnatt, the Joyfully Grown brand is multi-layered, “it’s the joy that comes with sunrises over an orchard, joy in watching new generations step into a family enterprise, joy in the whole process, start-to-finish. For Chelan Fresh, it’s about cultivating Joy, even on the most challenging days.”
Joyfully Grown will encompass Chelan Fresh’s entire offering of non-proprietary conventional and organic apple varieties and multiple varieties of conventional and organic pears. With the first shipments of fruit under the new label, arriving on retailer shelves in time for fall promotions.
Chelan Fresh said, "Joyfully Grown is a multi-layered fabric woven from the joy of early morning sunrises over the orchards, joy in developing the next generation of talent, joy in the care of picking, packing and shipping. Joy, even in the challenges that growing inevitably brings. Joyfully Grown represents who we are and we hope you experience that same joy with every bite of our lovingly grown fruit."