CMI has announced that for the first time in 27 years of business they have completed a full company rebranding. Effective September 1, Columbia Marketing International (CMI) became CMI Orchards with a new logo incorporating fresh new colors.
CMI Orchards’ President, Bob Mast, says the corporate rebrand was motivated by significant advances in the organization. “Over the past two decades, CMI’s market presence has grown exponentially,” said Mast.
“Our owners have expanded and replanted their orchards, made significant upgrades in packing facilities, created new product offerings, planted the strongest branded apples available and created wonderful, consumer-friendly packaging. It’s a completely new era for our customers.”
Mast says the company name change from Columbia Marketing International to “CMI Orchards” was to create a focal point for customers and consumers. “Orchards are the core of our operation. CMI’s owners and growers have made huge financial investments and are committed to delivering the finest fruit in the world to our customers.”
Steve Lutz, Vice President of Marketing for CMI Orchards says the rebranding was specifically launched to leverage the legacy of CMI while focusing on the strong success the organization has achieved over the last few years. “In 2015, CMI hit a major milestone, becoming America’s number one selling apple brand in the United States. We hold top status on most of our new apple brands, we have the #1 selling pouch bag and our Sweet Gourmet Pear packaging is changing the way pears are sold. Two CMI owners were awarded the highest honors in the industry last week, The Packer’s Apple Man of the Year, and American Fruit Grower’s Apple Grower of the Year.”
Lutz says a national consumer research study was conducted to ensure that the new name, logo and colors would resonate with shoppers. “We know from the success we’ve had with our Daisy Girl and Ambrosia packaging that consumers actively respond to colors and key words. A big part of incorporating “orchards” in our new name is to transport consumers directly into the core of our operation.''
As part of the name change and rebranding, CMI Orchards will be rolling out changes to all packaging including new domestic and export apple cartons.
Mast said, “We’re very excited that our retail customers will begin seeing CMI’s new cartons in the marketplace almost immediately. New name, new look, same great company.”
A new video announcing the change can be seen here: youtu.be/z-5Vap50Ozg
For more information:
Katharine Grove, Marketing Specialist
Tel: 509-888-3427, or 509-885-0444
Fax: 509-888-3418