US citrus exporter LoBue Bros has launched a new company name and brand identity to coincide with the start of its 2010/11 campaign.
In a statement, the California-based company said that following a year of strategic planning, it had taken the decision to change its company name from LoBue Bros to LoBue Citrus (LoBue).
The name change is being accompanied by an updated logo that features an orange wedge, along with the company tagline ‘A Legacy of Excellence’.
LoBue said the new identity was part of a company strategy to “create greater recognition for the company, position the company for continued growth and maintain the family history and values that have built the business”.
In addition to a facelift for the company image, the firm said it had invested in its facilities, adding new cooling space and rebuilding several areas of its packing line, which it said would “soften the production line as well as increasing productivity and quality control”.
Joe LoBue, partner at LoBue, said: “Over the past seven decades we’ve seen a lot of changes in our business, but this is one of the most exciting times I can remember.
“We have a lot of things going on. The strategic changes we are making today are not just growing our business, but are positioning our business for generations to come.”
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