Calavo Growers Announces Complete Rebrand; Brian Kocher, Nelia Alamo, Ron Araiza, and Rob Wedin Comment
SANTA PAULA, CA - Building up much anticipation, Calavo Growers announced its monumental brand refresh this week, unveiling a new company logo, tagline, and complete brand personality. The rebrand backs Calavo’s One Company vision, signaling the company’s continued evolution with sights set on long-term growth.
“Following the acquisition of Renaissance Food Group in 2011, Calavo saw an opportunity to synergize our business, as we were already operating as a single company,” said Brian Kocher, President and Chief Executive Officer. “We have united our leadership and operations teams, so it makes sense that we also speak to the industry as one brand voice. Calavo is positioned, under our new branding, to continue building on our legacy as pioneer and innovator in the avocado and fresh food industry.”
In 2021, Calavo began conducting extensive surveys of media publications, consumers, and internal stakeholders, leading to a complete overhaul of its consumer and industry-facing, and investor relations websites. The new branding elements are designed to evoke feelings of freshness and happiness while paying tribute to Calavo’s fruitful past, according to a press release.
The new Calavo logo is accompanied by the tagline: THE FAMILY OF fresh™. Calavo also has a new primary color palette, consisting of fresh and vibrant greens, with yellow, blue, pink, and orange as secondary colors.
“Produce marketers will notice lighter and brighter colors throughout our branding elements,” stated Nelia Alamo, Vice President of Communications, who led the rebranding process for Calavo. “We are thrilled to differentiate ourselves with our new branding and color palette, which will play well into new product labeling, social media campaigns, and on the trade show floor.”
This is a key move in Calavo’s One Company initiative, as Renaissance Food Group and its brand, Garden Highway, will be marketed under the Calavo name.
“We are thrilled to share our new, single brand with the industry,” noted Ron Araiza, Executive Vice President of Sales, Calavo Prepared. “Calavo continues to keep our brand promise of great quality, food safety, and service to our valued partners and consumers, while the trusted Calavo name helps to build relationships and drive sales.”
Rob Wedin, Executive Vice President of Sales, Calavo Grown, also commented.
“I am fortunate to have witnessed the evolution of Calavo during my tenure with the company,” said Wedin. “Our brand refresh serves as another example of how we uphold our values of innovation and drive to best serve our customers and the industry.”
We look forward to what comes next for this incredible brand!