North Bay Produce Introduces New Packaging Rebrand
TRAVERSE CITY, MI - New looks are always exciting to see, especially when leading produce innovators like North Bay Produce bring new packaging options to the table. The fresh provider is introducing new packaging to its fresh produce lines to reflect the high-quality products of the company.
“The first thing you will notice is the larger North Bay Produce logo,” commented Brian Klumpp, Director of Marketing and Strategic Development at North Bay. “This symbol, or our stamp as we often call it, remains the same as it has been for years and we think it represents well that we have farms all across the Americas and that we serve customers globally. By making the logo larger, however, we are simply trying to help people to know us better. NBP has an honorable history of being a quiet and humble company. We want to remain modest, yet let the world know why they should know us well.”
According to the press release, another noteworthy feature in the new packaging designs is the inclusion of the seal of the American Heart Association. For nearly 100 years, the American Heart Association has been known as the world’s leading organization dedicated to improving heart health and reducing deaths from cardiovascular diseases and stroke.
North Bay believes it is important to let consumers know that its produce, combined with a healthy lifestyle, can contribute to improving their well-being. For these reasons, North Bay sought and has been certified by the American Heart Association’s Heart Check Food Certification program for its fresh produce.
“We conducted a national survey and asked hundreds of consumers whether the American Heart Association seal on our produce packaging was important to them; the vast majority said it most certainly was,” President Nick Osmulski explained. “We believe that listing the seal on our packaging will be helpful to consumers interested in making healthy choices."
Another prominent feature people will notice in the designs are the fresh, vibrant, and clean colors. The aqua color used in the conventionally grown produce, like the brilliant colors in the clear waters of Grand Traverse Bay where the company is headquartered, represents the pure and fresh fruits and vegetables that North Bay’s growers cultivate. In the organically grown products, the bright green color represents the “clean and green” practices that make Noth Bay’s organic produce so appealing. The vibrancy of the colors also indicates to consumers that there is a dynamic company behind the brand.
Retailers will be happy to know that by conducting nationwide surveys with hundreds of consumers, participants overwhelmingly chose these designs over others that were considered and said they would be more likely to select North Bay’s products because of the packaging.
“Our objective was that, in a quick glance, consumers would recognize that North Bay’s produce was clean, fresh, and great quality,” Klumpp stated.
Finally, as North Bay Produce is a cooperative, meaning that is are owned by their growers, the company wanted that clear on the packaging as well.
“We think it is important to let people know how our produce is grown and harvested and how directly it is provided to them,” added Klumpp. “Also, since our farmers feed their own families with their produce, the phrase ‘From our farms to your family. Naturally.’ summarizes best what North Bay Produce offers—the freshest produce right from where it is grown to you, while always using the best practices to assure the healthiest and finest tasting produce. Naturally.”
As industry leaders continue to roll out new and exciting programs and updates, ANUK will report on the latest.