The new Clifford Produce – an amalgamation of 20 southern Ontario greenhouse operators – has relaunched itself with a major brand overhaul and a clean new look designed to appeal to the trade and to consumers.
“We wanted a new logo that represented our strongest assets: the small scale, quality-focused operations under which we grow our produce and, on the other and, the significant shipping capacity made possible by our strategic amalgamation,” said Board of Directors member Duffy Kniaziew. Hargreaves Stewart, a Windsor-based marketing firm with extensive experience in consumer products and agri-business, plus in depth knowledge of channel marketing, was hired to oversee the corporate makeover.
The new logo features a clean corporate font from which a generic vegetable sprout emerges. “We wanted to express the small farm/big business duality,” says the agency’s V.P. Marketing, Tim Stewart. “We all like the way the new logotype subtly captures the essence of both concepts.” The company’s new slogan “Where small farms mean big business” further drives home Clifford’s unique selling proposition.
“We want our marketing to stand out as a reflection of our produce. Our ad (in the PMA issue of Produce Business magazine) illustrates the kind of “out-of-the-box” thinking we’ll be bringing to every aspect of our operation,“ said Kniaziew, adding, “This is only the beginning.”
“The new branding program is very much in its infancy,” echoes Andrew Przytocki, Head of Sales and Marketing, “so we’ll need a few months to catch up with packaging and collateral materials.” Even so, the company’s display at booth 1502 is a strong indicator of things to come. “We’re 100 per cent focused on building a strong brand – one that has meaning for the trade and ultimately for consumers,” Przytocki adds.
The company is not giving up its popular Paysanne brand. “Clifford is the corporate umbrella under which we will continue to market our better known brands, of which Paysanne is a clearly recognized leader,” said Przytocki.
For more information on the new Clifford or on Paysanne procude, please visit booth 1502 or contact the company toll free at 1-888-662-8620. The company is headquartered at 1593 Essex County Road #34, Ruthven, Ontario N0P 2G0.
For more information, visit Clifford Produce.
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