Naturipe is new identity for Global Berry Farms
Naturipe is new identity for Global Berry Farms
Naturipe Farms is the new corporate and brand moniker for Global Berry Farms as the company has launched a new identity for the purpose of creating a consumer brand as well as being poised for growth into other commodities.
In fact, with the announcement of the new name, the company also introduced two products: "Naturipe Farms Gold" label, a premium line of berries, and an expansion beyond berries with a line of cherries. Furthermore, John Shelford, president of Naturipe Farms LLC, told The Produce News that the company is "absolutely" looking at "other produce or produce-related items" that might carry the "Naturipe" brand and create more value with the consumer. "A berry-based fruit bar is just one of the items we have brainstormed about," he said.
Mr. Shelford said that the switch in the name and logo is designed to position the company for long-range growth. He believes that the Naturipe name is better suited as a consumer brand and represents the image the firm wants to reflect. In a press release announcing the change, the company's president said, "Berries are wildly popular, but we can't just enjoy that popularity. We owe it to our customers and growers to look ahead and continue providing excellent service and value. As a company and under the 'Naturipe Farms' brand, we're well positioned to help customers and growers build their business and profits."
In a separate interview, Mr. Shelford said that the key to the company's launch of the new name is the launching of a consumer-focused web site (www.naturipefarms.com). Unlike most produce industry web sites, said Mr. Shelford and company spokesperson Mike Rose, this site has no trade element at all. Naturipe hopes to appeal to consumers through its web site and the development of an "e-community," an e-mail mailing list of Naturipe customers and users. "We are hoping to build an e-mail list that has 50,000 names on it within three years," said Mr. Shelford.
That list will be used to send out a "Berry Blast" on a regular basis, which will be an on-line newsletter that includes recipes, health information and product promotions.
Mr. Rose said that the development of the web site also led to the development of recipes featuring berries as a center-of-the-plate ingredient. Too often, he said, berries are considered only as a dessert item. But research shows, he said, that consumers are looking for innovative uses for this healthy product. Mr. Shelford said that the company has formed a partnership with Jyl Steinback, known as "America's Healthiest Mom," to develop new and innovative recipes and to provide "Berry Blast" members with health and lifestyle tips. Some of the new recipes are already on the web site, which was launched Oct. 22 along with the name change.
Naturipe Farms currently grows, ships and markets a full line of conventional, organic and premium berries under the "Naturipe Farms" brand. The company is a partnership of three substantial berry suppliers: Hortifrut SA in Santiago, Chile; MBG Marketing in Grand Junction, MI; and Naturipe Berry Growers in Salinas, CA. Mr. Shelford said that the company is the number one U.S. supplier of blueberries, number one or two in blackberries and in the top five in strawberries. "We do 25 million packages per year and expect to double that in the next several years," he said.
Although the company sources from throughout the Western Hemisphere, he said that 95 percent of sales go to the United States and Canada, "though we are starting to develop sales in the Pacific Rim and Europe."
In fact, with the announcement of the new name, the company also introduced two products: "Naturipe Farms Gold" label, a premium line of berries, and an expansion beyond berries with a line of cherries. Furthermore, John Shelford, president of Naturipe Farms LLC, told The Produce News that the company is "absolutely" looking at "other produce or produce-related items" that might carry the "Naturipe" brand and create more value with the consumer. "A berry-based fruit bar is just one of the items we have brainstormed about," he said.
Mr. Shelford said that the switch in the name and logo is designed to position the company for long-range growth. He believes that the Naturipe name is better suited as a consumer brand and represents the image the firm wants to reflect. In a press release announcing the change, the company's president said, "Berries are wildly popular, but we can't just enjoy that popularity. We owe it to our customers and growers to look ahead and continue providing excellent service and value. As a company and under the 'Naturipe Farms' brand, we're well positioned to help customers and growers build their business and profits."
In a separate interview, Mr. Shelford said that the key to the company's launch of the new name is the launching of a consumer-focused web site (www.naturipefarms.com). Unlike most produce industry web sites, said Mr. Shelford and company spokesperson Mike Rose, this site has no trade element at all. Naturipe hopes to appeal to consumers through its web site and the development of an "e-community," an e-mail mailing list of Naturipe customers and users. "We are hoping to build an e-mail list that has 50,000 names on it within three years," said Mr. Shelford.
That list will be used to send out a "Berry Blast" on a regular basis, which will be an on-line newsletter that includes recipes, health information and product promotions.
Mr. Rose said that the development of the web site also led to the development of recipes featuring berries as a center-of-the-plate ingredient. Too often, he said, berries are considered only as a dessert item. But research shows, he said, that consumers are looking for innovative uses for this healthy product. Mr. Shelford said that the company has formed a partnership with Jyl Steinback, known as "America's Healthiest Mom," to develop new and innovative recipes and to provide "Berry Blast" members with health and lifestyle tips. Some of the new recipes are already on the web site, which was launched Oct. 22 along with the name change.
Naturipe Farms currently grows, ships and markets a full line of conventional, organic and premium berries under the "Naturipe Farms" brand. The company is a partnership of three substantial berry suppliers: Hortifrut SA in Santiago, Chile; MBG Marketing in Grand Junction, MI; and Naturipe Berry Growers in Salinas, CA. Mr. Shelford said that the company is the number one U.S. supplier of blueberries, number one or two in blackberries and in the top five in strawberries. "We do 25 million packages per year and expect to double that in the next several years," he said.
Although the company sources from throughout the Western Hemisphere, he said that 95 percent of sales go to the United States and Canada, "though we are starting to develop sales in the Pacific Rim and Europe."
