Family-owned fresh produce specialist Keelings unveiled its new corporate structure and brand redesign at Fruit Logistica in Berlin last week.
The first print of the newly-branded brochures were available at the trade show with the slogan “Our Passion Delivers”.
Keelings said the new strapline encompasses everything the firm stands and strives for.
“It’s about the passion of the whole Keelings team - it delivers quality produce in the right place at the right time, it delivers peace of mind, it delivers solutions, ideas and profitable growth,” it said.
“The business strives to continually improve growing techniques and to develop key partnerships for the benefit of customers. The new strapline sums up its promise to its customers, its suppliers and its employees.”
The team also promoted its new Keelings Solutions business, which offers a suite of software and services that provide industry focused solutions in procurement, stock management, warehouse and production planning, as well as sales and quality assurance.
There is a new website for Keelings Solutions online and makeovers of its consumer and corporate sites will be released by March this year.
Having begun operating in Ireland more than 80 years ago, Keelings now has an international division that has recently expanded its operations across Asia and Africa.
It has put experienced employees on the ground in those continents to help develop local markets and it also has operations in the Netherlands and two firms in the UK.
Other business divisions include Keelings Retail, which grows soft fruit, peppers, lettuce, top fruit, aubergines, cherries, pumpkins and flowers, as well as Keelings Farm Fresh, Keelings Market and its popular “Taste the Passion” brand.
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