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Quebec produce brand receives a makeover

A produce brand from Québec is getting a new look. Taste of the North is a local Québec brand specializing in produce export from the province to the US, and it is getting a refresh in order to better promote its core brand values of sustainability.

The 25 year-old brand is being positioned around clearly communicating the taste, quality and sustainability factors that set the brand apart.

Jean Francois Beliveau, CD at Pigeon Brands, which has been tasked with the rebranding, said: “Taste of the North’s new brand positioning, identity and package design better aligns with the company’s identity: a punchy, youthful brand, looking for the best ways to offer American clients fresh and tasty produce from Québec.”

“We developed the brand strategy around the Taste of the North’s brand promise that delivers regionally-sourced produce grown the right way – resulting in exceptional taste.” This, Beliveau says, translated into the consumer truth of experiencing delicious, flavorful produce.


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