Sierra Heights Marketing changing name to Homegrown Organic Farms
Sierra Heights Marketing changing name to Homegrown Organic Farms
After more than a decade of selling organic fruits and vegetables as Sierra Heights Marketing, the Porterville, CA-based firm has made the decision to create a company image and branding that better describe the core of what Sierra Heights Marketing is made of: family organic growers.
With increasing consumer awareness of both the way food is grown and who is growing it, Sierra Heights Marketing believes it is paramount to bring the grower closer to the consumer. The firm wants consumers and buyers to understand that Homegrown Organic Farms, the name Sierra will adopt effective April 1, represents a diverse group of family organic farms. The company feels that it is critical to differentiate itself within the growing organic industry from the corporate conventional growers that it says are providing organics out of duty rather than core beliefs of sustainable, chemical-free agriculture.
Director of Marketing Scott Mabs said in a press release, "It is the first step in a much larger marketing program that will provide the foundation for an increased focus on consumer and customer education in regards to organic produce and the change in farming philosophy that it represents. It is our goal to help lead the way in developing the tools and research that will enable retailers to succeed in developing their organic programs. Our broad range of organic items, coupled with in-depth fruit and vegetable experience in farming and retail, position us well to be a valuable resource for our customers. Much of what this change entails is about communication -- communication of what we already know."
The 2008 season will be a transition year as previous inventories of packaging materials are used and the new designs developed for Homegrown Organic Farms are initiated. Point-of-sale materials are currently being developed that focus on consumer education of organic farming and specific growers that Homegrown Organic Farms represents. Once the web site, www.hgofarms.com, is launched, it will serve as the backbone for consumer education on organic farming and will feature informational biographies of the various growers.
Tom Avinelis, chief executive officer, said in the release, "We want to enable people that purchase our produce to know their grower. Our produce did not come from halfway around the world; it is grown by an actual person, who works hard to provide organically grown fruits or vegetables for their enjoyment."
Even though most of the firm's produce will be labeled "Homegrown Organic Farms," the company will keep the grower identity on the product whether it is on the box, consumer package or even the PLU sticker. This will enable a consumer to go to the web site to learn more about the organic produce and the specific grower that grew it.
In addition to changing the firm's name, Homegrown Organic Farms is entering into an exclusive contract with Homegrown Organic Packing & Cold Storage for the majority of its cold storage requirements. A new facility in Arvin, CA, will open its doors April 1, which will allow for better consolidation of shipments and more control over organic integrity and product quality. The location is near three major highways (I-5, CA-99 and CA-58), which will allow for improved logistics and possible cross-docking services if needed.
With increasing consumer awareness of both the way food is grown and who is growing it, Sierra Heights Marketing believes it is paramount to bring the grower closer to the consumer. The firm wants consumers and buyers to understand that Homegrown Organic Farms, the name Sierra will adopt effective April 1, represents a diverse group of family organic farms. The company feels that it is critical to differentiate itself within the growing organic industry from the corporate conventional growers that it says are providing organics out of duty rather than core beliefs of sustainable, chemical-free agriculture.
Director of Marketing Scott Mabs said in a press release, "It is the first step in a much larger marketing program that will provide the foundation for an increased focus on consumer and customer education in regards to organic produce and the change in farming philosophy that it represents. It is our goal to help lead the way in developing the tools and research that will enable retailers to succeed in developing their organic programs. Our broad range of organic items, coupled with in-depth fruit and vegetable experience in farming and retail, position us well to be a valuable resource for our customers. Much of what this change entails is about communication -- communication of what we already know."
The 2008 season will be a transition year as previous inventories of packaging materials are used and the new designs developed for Homegrown Organic Farms are initiated. Point-of-sale materials are currently being developed that focus on consumer education of organic farming and specific growers that Homegrown Organic Farms represents. Once the web site, www.hgofarms.com, is launched, it will serve as the backbone for consumer education on organic farming and will feature informational biographies of the various growers.
Tom Avinelis, chief executive officer, said in the release, "We want to enable people that purchase our produce to know their grower. Our produce did not come from halfway around the world; it is grown by an actual person, who works hard to provide organically grown fruits or vegetables for their enjoyment."
Even though most of the firm's produce will be labeled "Homegrown Organic Farms," the company will keep the grower identity on the product whether it is on the box, consumer package or even the PLU sticker. This will enable a consumer to go to the web site to learn more about the organic produce and the specific grower that grew it.
In addition to changing the firm's name, Homegrown Organic Farms is entering into an exclusive contract with Homegrown Organic Packing & Cold Storage for the majority of its cold storage requirements. A new facility in Arvin, CA, will open its doors April 1, which will allow for better consolidation of shipments and more control over organic integrity and product quality. The location is near three major highways (I-5, CA-99 and CA-58), which will allow for improved logistics and possible cross-docking services if needed.
