The Flavorite brand turns a new marketing leaf

After nearly 30 years, Australian fresh produce company Flavorite, is set to take on a brand-new look. Flavorite's Marketing & Communications Manager Tom Millis reflects on when Flavorite founders Warren Nichol and Mark Millis were on a mission to put the flavor back into tomatoes in the early 90s.

Soon after they began, their mantra became – "you've got to get the flavor-right," and what resulted was their new brand name – "Flavorite." This play on words has stood the test of time, and their logo with the iconic little fruiterer and his swag of premium glasshouse produce has delighted consumers all over Australia and overseas.

With the merger of three Flavorite businesses in 2020 and the purchase of the Murphy and Tatura Fresh businesses in 2021, the timing was right to have a look under the bonnet and document what the Flavorite brand now stood for. As a result, the team engaged The Key Branding, a Melbourne-based branding agency, to help walk them through an in-depth brand discovery process.

The initial goal was to define the 'essence' of the brand, although pretty quickly, the team realized that the little fruiterer logo didn't capture all of what the business undertakes today. With four production sites across Victoria and several capital projects underway, Flavorite's growing area is set to reach 90ha, making it the largest grower of glasshouse produce in Australia, and they're not stopping there. Within the next five years, the business plans to have over 120ha of growing area and further diversify its product portfolio as it expands beyond tomatoes, capsicums, cucumbers, blueberries, and now snacking varieties in each of those segments.

The updated company logo has a new iconic leaf shape with a hand at the bottom acting as the stem. This symbolizes Flavorite's technical growing expertise or "green thumb," which cares for the plant and grows flavorsome fresh produce. The team has also developed a new tagline. Flavor for life, which provides a subtle nod to the company's history of putting the flavor back into tomatoes and committing to sustainably growing the most flavorsome and premium produce for generations to come.

Picture: From left, Flavorite's - Tom Millis (Marketing & Communications Manager), Ruta Narula (Marketing Advisor), Chris Millis (Chief Operating Officer), Georgina Bayley (Marketing Assistant), Sam Kisvarda (Chief Marketing Officer), Mike Nichol (Chief Executive Officer).

Flavorite CEO Mike Nichol unveiled the refreshed brand this week, outlining, "this is a really exciting time for our business. The team has created a new and engaging brand platform that will support and drive our aggressive growth plans. Our new company vision puts flavor and sustainability at the heart of what we do, and we will continue to lead and innovate in each of these areas.

With the rollout well underway, we can expect to see more change across the market as Flavorite commence a refresh of their companywide packaging to create a greater connection to the Masterbrand, easy recognition through the use of color, and clear messaging for consumers. The team has also launched a new website with a greater focus on the company's brands, products, and sustainable approach to farming.