US: Houweling’s tomatoes rebrands

In its quest to get closer to the customer, Houweling’s is taking another step along the path of forward integration. Having announced a new direct-to-customer sales organization in November 2011, the company is now launching a new branding and marketing effort designed to boost consumer awareness and enhance brand imagery. At the heart of the positioning is linking Houweling’s tomato specialization and "craftsman’s care" to producing the best-tasting greenhouse tomatoes.

"Our entry into the brand marketing world is very exciting," said CEO Casey Houweling, "but that doesn’t mean we are supplanting our grower culture. It’s simply time we told our story to the consumer, and I’m prepared to put my name on our quality promise."

Houweling is alluding to the fact that the new logo carries his signature. He will also be the voice of the company in all brand messaging.

"By no means is this a case of stereotypical showcasing of a pin-striped, corporate CEO in advertising," said David Bell, Houweling’s Chief Marketing Officer. "To be frank, we are levering our brand’s best asset – in Casey we have the passionate tomato artisan, the leader who inspires all of us at Houweling’s to be the best we can be. The new slogan, Mastery under Glass embodies the craftsman’s care that has been in the Houweling’s soul from the very beginning. This will be our competitive distinction in the eyes of the consumer."

Houweling’s has spared no expense in developing the re-brand. They hired Dossier Creative, the top-tier design firm known for creating the Mike’s Hard Lemonade brand and promoting several premium wines from the Napa Valley. When the Dossier team met Casey, they saw the same passion and perseverance that distinguishes elite vintners.

The Houweling’s Tomato message will be carried on all packaging, truss tags, and new media such as Facebook and Twitter. "Unlike many social media programs that barely get off the ground, we’re investing in breakthrough viral marketing to encourage tomato lovers to connect with us." said Bell.

For more information, contact:
David Bell
Houweling’s Tomatoes
Tel: +1 604 398 5303
Mob: +1 604 315 3768
www.houwelings.com