UK soft and stone fruit body National Summer Fruits has changed its name to British Summer Fruits and is launching a new visual identity effective from January 2, 2004.
The new name and identity reflects the change of emphasis in the group's marketing efforts now that it is no longer funded by EU money. From next month with the assistance of Sputnik Communications, the focus will be on promoting awareness of UK summer fruits as modern, versatile, nutritious and healthy.
In the future the new identity should help consumers to identify UK-grown fruits, but for the time being it will only be visible to consumers via the website which is also being re-launched next month.
Laurence Olins, Chairman of British Summer Fruits, said: "As a group we felt it was time to refresh the way we market ourselves. The British soft fruit industry is modern and successful, yet our previous visual communications have not reflected this. Our new name and visual identity is distinct, contemporary and captures the essence of what we do - namely produce the freshest, highest quality summer fruits for British consumers."
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