CF Fresh Changing Name to Viva Tierra Organic at 20th Anniversary
Sedro-Wooley, WA
By Eric Anderson
4.1.13
CF Fresh, Inc has announced that it is formally changing the name of the company to Viva Tierra Organic, Inc. aligning the company’s name with its primary brand identity. The Viva Tierra Organic label was established at the company's founding and has been in continuous use since 1993. 
“Adopting Viva Tierra Organic as the official company name honors our organic roots and the vision of our founder, Roger Wechsler, while positioning us for great future growth, challenges and fun adventures in produce. We are looking ahead to another 20 years of organic success!” said President and CEO, Luis Acuña.
"Viva Tierra" is a Spanish phrase that can be literally translated as "Live Earth" or "Living Earth", but also carries an additional idiomatic meaning, more akin to "Long Live the Earth" or an exclamation of approval, such as "Hooray for Earth!" The phrase embodies the company's philosophy and commitment to sustainable, organic agriculture and fresh, wholesome produce, according to a press release.
Other events are planned throughout the year to mark 20 years of organic produce success in addition to the name change. A recent tour of Chilean orchards lead by Luis Acuña, along with Steve Mackey, EVP/CFO, and Viva Tierra Organic salesmen Tryg McInerny and Paul McCaffrey was the first of many such events. Buyers from key accounts enjoyed the opportunity to travel to many of the orchards which produce the organic apples that form the backbone of Viva Tierra Organic, Inc.'s robust import program. The group also enjoyed learning about the vibrant culture, tasting the exquisite wines and seeing the beautiful landscapes of Chile.Future tours of Washington and California orchards in the summer and fall, as well as promotional giveaways and other events are being planned to commemorate this milestone.
Viva Tierra
