The Canadian Produce Marketing Association (CPMA) has unveiled its new logo and visual brand identity to reflect its ongoing renewal process, according to a press release.
The new branding was launched by Jim DiMenna, CPMA’s new board chair for the 2012/13 period, at the closing Gala of the organisation’s 87th Annual Convention and Trade Show in Calgary, Alberta, last week.
“The time has truly come to reflect upon, refine and refresh the CPMA story.” DiMenna explained during the unveiling. “We bring something better to the table – let’s get out there and tell that story!”
CPMA president Ron Lemaire said the new look reflects the association’s endurance and builds on that longstanding presence to establish a fresh and distinctive identity.
Over the last year, CPMA said it has undertaken a “comprehensive strategic renewal exercise”, designed to maximise value for its members and further support the market for fresh fruits and vegetables in Canada.
The process included a comprehensive consultation process with members and key stakeholders resulting in positive feedback that CPMA has used to redefine its approach, ensuring refined relevance and value within the programmes, services and tools it provides to its international membership.
To complete the picture, a new visual identity was developed to align with the refined focus and reflect the strength of both the produce industry and CPMA.
CPMA will adopt the new brand gradually over the coming year as the overall renewed corporate and governance strategies are also implemented.
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