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New consumer brand, logo highlight long legacy for Robinson Fresh

By
John Groh

Robinson Fresh, a division of global logistics company C.H. Robinson, based in Eden Prairie, MN, and a leader in providing and transporting fresh produce, is now offering fresh produce branded under its own name for the first time in the company’s 115-year history.

“We are excited to have shoppers associate our brand with the high-quality fresh produce we have provided for years,” said Michael Castagnetto, president of Robinson Fresh. “We will continue to provide our retail and foodservice customers fresh produce, ideas and solutions to help their businesses both today and tomorrow, no matter what challenges they face. We are working to help consumers feed their families’ healthy lifestyles by offering the best in fresh for endless possibilities in creating nourishing meals.”

Robinson Fresh-branded product was scheduled to hit produce department shelves on Jan. 19, said Castagnetto, who was elevated to the top executive position at Robinson Fresh in December 2019. He said the decision to launch the line dates back to the end of 2019, but the coronavirus pandemic helped the company refine its message and expedite the new branding.

“The [pandemic] certainly solidified the decision we made to launch the brand and it prompted us to make it happen more quickly,” he said. “I think it helped us refine our approach to how to best market online and best reach our customers who are buying online. It also brought into focus the fact that we wanted to have a cleaner and more consistent presentation of our product line.”

Castagnetto said the branding would be implemented nationwide across most produce categories in the Robinson Fresh line-up, but the initial roll-out would include mini-peppers, jalapeños, kale and mixed greens, followed by tropicals and melons in the second quarter. In addition to the new packaging, the company also unveiled an updated logo.

While acknowledging that other produce marketers have attempted to launch consumer brands throughout the years with mixed results, Castagnetto said he is confident that the company’s history and story will resonate with its retail customers and consumers alike and make the Robinson Fresh-branded produce a success.

“With the new line, you’ll know we are Robinson Fresh and we’ll be consistent through all categories,” he said. “Our packaging will convey who we are and highlight our story of being a 115-year-old company in this industry. We believe this seals our commitment to our customers and our product expertise across the supply chain. We are very excited to bring this new brand to market.”

Robinson Fresh works with growers in 35 countries and serves 50 of the 75 largest North American food retailers as customers, making it one of the largest produce providers in the world.

“As our retail customers know, we go beyond providing fresh produce for their stores and e-commerce platforms. We combine a fresh, high-quality product with consumer and category insights as well as a global suite of services and best-in class talent to support their company’s success. As we extend our brand from behind-the-scenes to the package, we continue our commitment to be the people our customers and consumers can rely on for the best produce on the market,” said Castagnetto.

 

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