Origin Organic Farms' new brand reflects originality
Origin Organic Farms' new brand reflects originality
Emboldened by a successful first season of full-scale organic greenhouse production, Origin Organic Farms Inc. has not only unveiled a new brand, it has also acquired a new operation that will help solidify the label and product line with year-round supply.
This January, the "OriginO" brand will make its debut, appearing on sweet bell peppers and on-the-vine tomatoes produced under glass in Carpenteria, CA. Origin Organic Farms, formerly known as South Alder Greenhouses Ltd. in Delta, BC, recently purchased the 10-acre facility. Between existing production in Canada and new production in the United States, Origin Family Farms and its exclusive marketer, The Oppenheimer Group, will offer a seamless supply of organic greenhouse items all year long.
"We want to create a new image with consumers and the trade that identifies us as a true organic producer," said Raymond Wong, vice president of Origin Organic Farms. "Starting in 2007, our company will grow organic greenhouse vegetables exclusively. We want our objective, which is to produce the most natural and best-tasting products organically, to be understood. I often hear people saying that tomatoes available now do not taste like back when they were kids. Our mission is to grow produce that is true to its original flavor. That's another reason why the 'OriginO' brand makes sense -- it's a play on the word 'original' which also ties in the O for 'organic.' "
Mr. Wong said that the "OriginO" brand is also well suited to the company because Origin Organic Farms is among the original and the larger organic greenhouse producers in North America.
He also pointed to meaningful graphic elements of the brand. "Our positioning line is the 'Best of Both Worlds,' which is represented in the two small circles featured on the brand," Mr. Wong said. "The green circle represents the traditional and environmental world, and the blue circle represents the technological world. It's the perfect combination between innovative technology and traditional taste."
John Anderson, Oppenheimer's chair, president and chief executive officer, shared his enthusiasm about the brand and the enhanced supply plans. "With a blend of scientific growing practices and a sincere respect for the Earth, Origin Organic Farms approaches organic greenhouse production in a truly original way," he said. "The new 'OriginO' brand is a perfect fit, which will help create greater recognition of the innovative products and growing practices. And now, the 12-month supply enables our customers to keep the momentum up throughout the year on these exciting products."
The Origin Organic Farms' product branding will evolve from the current "O" line (such as the "O-Tomato") to "OriginO-Tomato," "OriginO-Pepper," "OriginO-Cucumber," "OriginO-Sardinia" (a cocktail-style tomato) and "OriginO-Santorini" (mini-cucumber).
While the 12-month supply will initially focus on the basics - tomatoes on- the-vine and peppers - Origin Organic Farms is also building a market for the specialty items it grows in British Columbia, namely the flagship Sardinia and Santorini.
"Our unique approach with these two items is evident to anyone who tries them because of their flavor," Mr. Wong said. "In the case of 'OriginO- Sardinia,' we emulate the soil and growing conditions of their namesake region in Italy, which is known for some of the world's best tomatoes. The same is true for our cucumbers, 'OriginO-Santorini,' which are nurtured in climatic surroundings similar to those in Greece."
Origin Organic Farms' facilities are certified organic by USDA and third-party audited by Primus Labs, and International Federation of Organic Agricultural Movements certification is in progress.
This January, the "OriginO" brand will make its debut, appearing on sweet bell peppers and on-the-vine tomatoes produced under glass in Carpenteria, CA. Origin Organic Farms, formerly known as South Alder Greenhouses Ltd. in Delta, BC, recently purchased the 10-acre facility. Between existing production in Canada and new production in the United States, Origin Family Farms and its exclusive marketer, The Oppenheimer Group, will offer a seamless supply of organic greenhouse items all year long.
"We want to create a new image with consumers and the trade that identifies us as a true organic producer," said Raymond Wong, vice president of Origin Organic Farms. "Starting in 2007, our company will grow organic greenhouse vegetables exclusively. We want our objective, which is to produce the most natural and best-tasting products organically, to be understood. I often hear people saying that tomatoes available now do not taste like back when they were kids. Our mission is to grow produce that is true to its original flavor. That's another reason why the 'OriginO' brand makes sense -- it's a play on the word 'original' which also ties in the O for 'organic.' "
Mr. Wong said that the "OriginO" brand is also well suited to the company because Origin Organic Farms is among the original and the larger organic greenhouse producers in North America.
He also pointed to meaningful graphic elements of the brand. "Our positioning line is the 'Best of Both Worlds,' which is represented in the two small circles featured on the brand," Mr. Wong said. "The green circle represents the traditional and environmental world, and the blue circle represents the technological world. It's the perfect combination between innovative technology and traditional taste."
John Anderson, Oppenheimer's chair, president and chief executive officer, shared his enthusiasm about the brand and the enhanced supply plans. "With a blend of scientific growing practices and a sincere respect for the Earth, Origin Organic Farms approaches organic greenhouse production in a truly original way," he said. "The new 'OriginO' brand is a perfect fit, which will help create greater recognition of the innovative products and growing practices. And now, the 12-month supply enables our customers to keep the momentum up throughout the year on these exciting products."
The Origin Organic Farms' product branding will evolve from the current "O" line (such as the "O-Tomato") to "OriginO-Tomato," "OriginO-Pepper," "OriginO-Cucumber," "OriginO-Sardinia" (a cocktail-style tomato) and "OriginO-Santorini" (mini-cucumber).
While the 12-month supply will initially focus on the basics - tomatoes on- the-vine and peppers - Origin Organic Farms is also building a market for the specialty items it grows in British Columbia, namely the flagship Sardinia and Santorini.
"Our unique approach with these two items is evident to anyone who tries them because of their flavor," Mr. Wong said. "In the case of 'OriginO- Sardinia,' we emulate the soil and growing conditions of their namesake region in Italy, which is known for some of the world's best tomatoes. The same is true for our cucumbers, 'OriginO-Santorini,' which are nurtured in climatic surroundings similar to those in Greece."
Origin Organic Farms' facilities are certified organic by USDA and third-party audited by Primus Labs, and International Federation of Organic Agricultural Movements certification is in progress.
