As the 2016 Canadian Produce Marketing Association convention prepares to launch in downtown Calgary, local produce packer and distributor, Thomas Fresh, is getting set to unveil a new brand identity to its peers in the fresh food space.
Thomas Fresh CEO Roy Hinchey says, “We have a long tradition of trusting relationships with producers, vendors and retailers, and we wanted a look and feel that better told that story. At the same time, we’ve gone through a transformation as a business in the last year, and it was
time to put a new face forward.”
The new brand logo tells the story of the relationships between people and food - relationships that Thomas Fresh has been fostering since the 1950s.
“This is the first step of a larger project to change the way Thomas Fresh is ultimately perceived by the produce consumer - the grocery shopper,” says Erin Power, Director of Marketing for Thomas Fresh. “We’re starting with a new logo, colour palette and tagline, and have grand plans for our presence and
identity to springboard off of it in the coming year.”
Vancouver-based creative agency, Tugboat, led the Thomas Fresh team through the discovery process and built the new brand mark and tagline (Grown In TrustTM), based on pillars representing the organization’s core values, including adaptability, honour and personality.
“Anyone who knows us knows that that’s exactly who we are. When our peers see the new Thomas Fresh logo at the 2016 CPMA show, they’ll immediately recognize us in it,” says Hinchey, who is the chairman of this year’s CPMA Tradeshow. “The next step will be to get Thomas Fresh well into the hearts and minds of consumers. The wheels are already in motion.”
For more information:
Erin Power
Thomas Fresh
+1 403 236 8234