IGP relaunches Garden Queen brand
International Greenhouse Produce, a Culiacan, Mexico-based grower-shipper with deep roots, has relaunched its Garden Queen brand with bright new graphics and a tagline that represents its value proposition: “Happy veggies for happy people.”
Aristeo Canelos Guillen is the CEO/president of the firm following in the footsteps of his grandfather, who emigrated from Greece to the Culiacan Valley almost a century ago and began the family’s farming passion. Aristeo’s father, Alejandro Canelos Rodriguez, who died in 2020, carried on the family legacy and was a prominent member of the Sinaloa-centric West Mexico vegetable deal for many decades.
The family started moving into greenhouse production in the 1990s and Canelos Rodriguez started IGP about 20 years ago to capitalize on the expertise developed in growing under plastic over the ensuing years. The company’s main crops are Beefsteak tomatoes, Romas, European cucumbers and colored peppers.
Today, IGP is one of the larger greenhouse produce operations in Mexico, with hundreds of covered acres. In fact, it professes to be North America’s largest contiguous greenhouse operation.
But the company’s website points out that growing produce is only part of its legacy. “IGP is more than a farm. It’s the place our families call home. Garden Queen was created by IGP to represent the unique flavors of our greenhouse-grown, vine-ripened veggies, bring our finest produce to people’s tables, and share the love only family-grown food can provide.”
The “Happy veggies for happy people” tagline is designed to connote that feeling.
The relaunch of the brand has a mission of delivering that message graphically. Canelos said the brand graphics are bright and super cheerful to represent the superior healthy products the company sells.
The Garden Queen website (gardenqueen.com) says it best: “We use honest and pure greenhouse growing methods to create a perfect home to nurture our vegetables. Imagine them thriving in the warmth of Mexican sunshine, soaking up the nutrients of rich soil and perfectly hydrated by clean water -- all the while protected from pests and the elements. It’s no wonder Garden Queen vegetables are the happiest veggies on the planet. They’re grown the way nature intended. Fresh from garden-to-table, they carry on that joy to your family -- naturally nourishing with flavor worth craving. Are you ready to smile? Garden Queen. Happy veggies for happy people.”
Aristeo said the company is renowned for consistently delivering quality and freshness for the customers of North American retailers.
The brand and graphics are used on both the master cartons and the retail-ready packs. IGP offers many different retail-ready packs for each of its commodities, including three different grape tomatoes and a like number of packs for the Beefsteak tomatoes, cukes and colored peppers. Romas and Beefsteak tomatoes are often sold in bulk, but Garden Queen also offers other options such as a two-pound branded pouch bag, expanding their specialty pack offer to accommodate changes in consumer demands.
Garden Queen is sold in North America through several different distributors, as no distributor has an exclusive deal with IGP. Aristeo emphasized that while the look of its Garden Queen brand is new, the product inside is still the high-quality tomatoes and other vegetables that the Canelos family has been known for since early in the last century.