In the US, Texas-based fresh produce grower-shipper Val Verde Vegetables has launched a new corporate identity, expanded its product lines and made equipment upgrades as part of a company-wide overhaul.
The group has introduced a new logo that it says epitomises the iconic red and green of the past image with modern styling, anchored by landscape imagery that showcases the company's family history in the farming business.
It is part of a broader company strategy to create greater recognition for the company, position it for generational growth and maintain history and values, Val Verde noted.
Val Verde's packing facility is also being updated, with new box strapping equipment added to improve the safety and efficiency of its packing line.
Finally, the production department is expanding product lines and upgrading acreage with a state of the art drip irrigation programme, which allows for better water management and improved crop quality on specialty items like fenugreek.
'Over the past three generations, our business has seen many changes, but our emphasis on customer service has never changed,' said group president Frank Schuster. 'A new image is exciting as the third generation enters the business, but we are more excited to continue to add new products and technology that bring additional value to our customers.'
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