Boca Raton, FL-based Fresh-Veg announced that it has created a new logo and is working with TFM International Inc. to help with a new marketing strategy and execution.

Fresh-Veg is a family owned broker-grower representative and specializes in year-round sales of squash, tomatoes, Bell peppers, hot peppers and Mexican fruits and vegetables that cross Nogales, AZ, and McAllen, TX. Fresh-Veg has offices in Florida, Nevada, Arizona and South Carolina.

"I started Fresh-Veg in 1991 as a broker specializing in servicing wholesalers," Eliseo Trujillo, owner and president of Fresh-Veg, said in a press release. "My wholesale business has grown steadily by providing exceptional service and procuring quality products from various sources and delivering products that exceeded my customer expectations. During the last several years my son, Ely, and daughter, Lorena, have joined the company and together the company has evolved to also operate more like a grower representative to service retailers and foodservice companies. I realize that in the produce business it is more important than ever to go as direct to the source as possible to reduce costs and procure the freshest and safest products. Our long-term goal at Fresh-Veg is to represent quality growers and sell their products under our own 'Certified Produce' label. We created the new Fresh-Veg logo with that goal in mind and plan on building new Fresh-Veg marketing programs emphasizing our field-to-fork strategy."

Ely Trujillo, who is based in Las Vegas and has a foodservice background, added in the press release, "I joined my father's company in 2000 and then left to work for a large foodservice company between 2006 and 2008. When I came back to Fresh-Veg in 2008 my goal was to help transition Fresh-Veg into servicing foodservice and retail customers. We have a Santa Maria, California, growing partner and started branding our products as 'Certified Produce' in 2011. I created the brand with the long-term goal of extending the brand to other quality vegetable growers around the country. We are currently looking for new Fresh-Veg grower partners that share our 'Certified Produce' vision. All 'Fresh-Veg' and 'Certified Produce' products are GAP, GMP and HACCP certified."

Fresh-Veg hired TFM International Inc. to help with marketing strategy and execution. TFM International specializes in produce advertising, communications and business development and is based in Mulberry, FL.

"I am very excited about working with Fresh-Veg and helping them expand Fresh-Veg's marketing programs," Mark Vertrees, owner and president of TFM, said in the press release.