Cal Giant introduces new name and new logo
Cal Giant introduces new name and new logo
Watsonville, CA-based California Giant Inc. has officially changed its name to California Giant Berry Farms.
The name shift provides a much broader umbrella and descriptive image of the company. "California Giant Berry Farms" has served as a marketing tag line for the last two seasons, but until now was not incorporated into the company's complete business. The new logo and name will be integrated into all company media during 2008, including product packaging, the company web site, brochures and letterhead.
The push to give the California Giant Berry Farms name prominence stemmed from meetings between owners and management staff, who took time away from the office recently to participate in the three-day strategic planning session.
The team spent many hours reviewing macro forces affecting the industry and the company, as well as considering micro forces to be addressed. Analysis included a complete review and assessment of the competitive environment, varietal developments as well as customer trends in the marketplace, and consumer shopping behavior. Many initiatives were established to help grow the company's business and market share, as well as plans to address broad issues such as labor, environmental stewardship and food safety.
Long-term goals were developed by California Giant with specific targeted growth plans in growing and shipping strawberries, blueberries, raspberries and blackberries. The expansion in availability of variety berries from California Giant triggered the shift with the corporate logo.
California Giant has built its reputation on premium quality strawberries, but it is pushing to have a complete line of berries on a year-round basis. "Our goal is 52 weeks a year with all berries," said Anthony Gallino, the company's vice president of sales.
Cal Giant already has strawberries 52 weeks a year. The company should have year-round supplies of blackberries this year and blueberries anywhere from 40 to 45 weeks. The raspberry program "is still a work in progress," Mr. Gallino said. To extend the company's availability of berries involves linking with the "right partners in the right regions at the right time," he said.
Cal Giant's vice president of business development, Joe Barsi, heads the company's efforts to increase its partnerships. Cal Giant recently partnered with a grower in Florida with operations in Bartow and Plant City.
Cindy Jewell, Cal Giant's director of marketing, is revamping the company's web site to better reflect Cal Giant's broader interest in bushberries. The current site is geared heavily toward the company's strawberry program. Cal Giant hopes to have year-round availability of all four of its berries in the next three to five years, Mr. Gallino said.
The name shift provides a much broader umbrella and descriptive image of the company. "California Giant Berry Farms" has served as a marketing tag line for the last two seasons, but until now was not incorporated into the company's complete business. The new logo and name will be integrated into all company media during 2008, including product packaging, the company web site, brochures and letterhead.
The push to give the California Giant Berry Farms name prominence stemmed from meetings between owners and management staff, who took time away from the office recently to participate in the three-day strategic planning session.
The team spent many hours reviewing macro forces affecting the industry and the company, as well as considering micro forces to be addressed. Analysis included a complete review and assessment of the competitive environment, varietal developments as well as customer trends in the marketplace, and consumer shopping behavior. Many initiatives were established to help grow the company's business and market share, as well as plans to address broad issues such as labor, environmental stewardship and food safety.
Long-term goals were developed by California Giant with specific targeted growth plans in growing and shipping strawberries, blueberries, raspberries and blackberries. The expansion in availability of variety berries from California Giant triggered the shift with the corporate logo.
California Giant has built its reputation on premium quality strawberries, but it is pushing to have a complete line of berries on a year-round basis. "Our goal is 52 weeks a year with all berries," said Anthony Gallino, the company's vice president of sales.
Cal Giant already has strawberries 52 weeks a year. The company should have year-round supplies of blackberries this year and blueberries anywhere from 40 to 45 weeks. The raspberry program "is still a work in progress," Mr. Gallino said. To extend the company's availability of berries involves linking with the "right partners in the right regions at the right time," he said.
Cal Giant's vice president of business development, Joe Barsi, heads the company's efforts to increase its partnerships. Cal Giant recently partnered with a grower in Florida with operations in Bartow and Plant City.
Cindy Jewell, Cal Giant's director of marketing, is revamping the company's web site to better reflect Cal Giant's broader interest in bushberries. The current site is geared heavily toward the company's strawberry program. Cal Giant hopes to have year-round availability of all four of its berries in the next three to five years, Mr. Gallino said.
