New name, new logo for endive producer
New name, new logo for endive producer
Originally named Rebel Farms because everyone doubted that Belgian-style endive could be grown successfully in America, California Vegetable Specialties has a new name: California Endive Farms.
Founded in 1983 with just five acres by Rich Collins and his wife, Shelly, the company is the leading grower of white endive in the United States and one of the larger growers of red endive in the world.
Now entering its 30th season, California
Endive Farms is expected to grow more than 4.5 million pounds of conventional and organic endive this year.
Early on, Rebel Farms became California Endive Co., but in 1987 the decision was made to branch out to several specialty vegetables, including radicchio, puntarelle, pissenlit, tardivo and mache. The new name, California Vegetable Specialties, followed.
"For the last 10 years, we have grown endive exclusively, so we decided it was time to rebrand ourselves to reflect who we truly are: an endive company," Mr. Collins said in a press release.
Along with the new name, came a new logo, designed by graphic designer Sandra Murray. The new identity illustrates red and white endive leaves in a contemporary treatment, with brown and green elements echoing the endive growing fields.
"We're delighted with the new look," Mr. Collins added in the press release. "We'll be incorporating the new design in all of our packaging and rolling out a new sticker booklet for our retail three-pack this fall."
In addition, the company recently dedicated a new 20,000-square-foot chicory root cold-storage facility next to its grow out operation in Rio Vista, CA.