In recent years, greenhouse grower Pure Flavor® has made significant investments in expanding acreage and responding to the growing demand for its produce. "We've grown and matured significantly through the expansion of production, distribution, and product innovations across North America," says Pure Flavor's Director of Marketing, Julia Weber. During this period of growth, the team took the time to reflect on how to best evolve while staying true to their core values. "We learned that the company's growth highlighted the need for a refreshed identity that fully reflects who Pure Flavor® is today and how it wants to connect with consumers, partners, and employees."
The rebrand was a thoughtful, multi-phase process that took place over the course of the past year, involving research, strategy development, and internal collaboration. While the specifics of the refreshed brand will be revealed at the IFPA 2025 Global Produce & Floral Show, the process was carefully designed to ensure that every decision reflected the company's purpose, values, and vision for the future. "It was about taking the time needed to make intentional, well-informed choices that align the brand with long-term goals rather than reacting to trends or rushing through any stage."
© Pure Hothouse Foods Inc
Julia Weber.
Consumer research
Consumers were central to this process in a broad, strategic sense. Through consumer research, the team focused on listening to understand what people value most from the brands they engage with, which helped guide the evolution of the brand. Insights from consumers ensured that the rebrand would resonate in a meaningful way, reinforce trust, and reflect the qualities that make Pure Flavor® a preferred choice for fresh greenhouse-grown produce.
A brand that connects
The result is a new brand that is intentional, clear, and future-ready. "It builds on the legacy of quality, flavor, and trust that has defined Pure Flavor® while positioning the company to scale, innovate, and stay relevant in a competitive market," Weber said. The evolution is about expressing the company's values in a way that is stronger, more focused, and better aligned with both partner and consumer expectations, creating a brand that feels connected and purposeful. "Overall, the changes will reinforce the trust, consistency, and quality that consumers already rely on from Pure Flavor®, making every interaction with the brand more intentional and satisfying."
© Pure Hothouse Foods Inc
Tiki tomatoes.
For more information:
Julia Weber
Pure Flavor
Tel: 519-326-8444
[email protected]
www.pure-flavor.com
