Prime Time to unveil updated brand identity
Prime Time to unveil updated brand identity
The name Prime Time has been synonymous with Bell peppers since its founding in 1994, but over the last 30-plus years the company has evolved into so much more. Now, the Coachella, CA-based grower-packer-shipper will unveil its updated brand identity at the IFPA 2025 Global Produce & Floral Show, taking place Oct. 16-18 in Anaheim, CA.
This exciting evolution underscores the company’s unwavering commitment to efficiency, quality and trust — values that have defined Prime Time since its inception.
This refresh goes beyond a design update. It affirms that partnering with Prime Time means aligning with a company dedicated to creating measurable, positive results for its customers.
“The process started with honesty. From packaging to collateral to our website, it was time for something new. Company success wasn’t an excuse to stay the same. This refresh is about recharging our team, our partners and our customers as we continue growing greater together. At the show, it will be evident that we’re not playing catch-up, we’re pushing past the industry standard,” said Marketing Manager Desirae Perez.
Prime Time is more than the trusted Bell pepper company that the industry has long recognized. Its capabilities extend not only to field-grown Bell peppers, but also to greenhouse-grown Bell peppers, mini peppers, and conventional and organic asparagus — all available year-round. Backed by cutting-edge agtech, deep-rooted partnerships and a proven track record of quality, Prime Time delivers on its promise of upholding the highest standards of quality and timeliness.
“From humble beginnings, we set out to be the best grower of California Bell peppers. Today, we are so much more with vertically-integrated operations in Mexico, Peru, Ecuador, all while keeping our California roots. It’s imperative we reflect what our business represents,” said CEO Mike Way.
This refresh leans into the company’s unique value proposition: complete seed-to-store control. By managing every stage of the supply chain, Prime Time streamlines logistics, fills seasonal gaps and drives results. In turn, this consistency translates directly into stronger sales and measurable financial bottom-line gains for their growing partners and customers.
The new look and messaging will roll out in phases, with its debut at IFPA, featuring updated packaging, a new website and customer-focused materials that reflect the company’s commitment to growing greater together.
