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US (CA): Family owned pole-grown tomato producer introduces new brand

The Singh family, who have been cultivating pole-grown tomatoes on the same land for more than 70 years, have rebranded their tomatoes with the positioning line, "Oceanside Pole - On a Mission, since 1939". According to the company, they are the last remaining true pole-grown tomato producer in California. They wanted a new brand to demonstrate their intention to offer what they believe are the best-tasting, best-slicing tomatoes, with a Southern California inspired look, logo and color scheme.

According to James Milne, Vice President of Marketing at Oppy, the Singh family’s story lends itself to an authentic brand proposition attractive to trade and consumers alike. “Our consumer insights show us that people love Oceanside Pole tomatoes for the simple reason that they are grown outside as Mother Nature intended by a family whose heritage is profoundly connected to the land,” said Milne. “The tomatoes are picked at the right stage of maturity to naturally develop the perfect color and rich tomato flavor—which definitely gets noticed and applauded.”

Over a 12-month period, Milne, the Oppy marketing team, and the Singh family explored the nuances associated with their history and developed the new brand together. "We enjoyed a year of spirited and insightful discussions with legendary grower Mr. Harry Singh and his children who work with him," Milne recalled. "All of this led us to a wonderful new positioning statement and brand platform for the Singh’s full assortment of fresh produce. 'On a Mission, since 1939' speaks to their powerful legacy, daily commitment to flavor and quality, and the pursuit of excellence into the future.”

The company also wanted the design to incorporate some of the aspects of the nearby Mission San Luis Rey. Past generations of the Singh family had previously helped to build and maintain the property. "The new packaging conveys continuity with past materials by including the silhouette of Mission San Luis Rey, while integrating a contemporary color scheme and logo," Milne noted.

“As a family, we felt it extremely important to develop a brand that honored our deep roots in Oceanside, our heritage and our beliefs, while conveying the intent of our approach,” said Priya Singh, Oceanside Pole general manager and fourth-generation grower. “We’re very serious about our mission to grow tomatoes and Brussels sprouts of outstanding quality and flavor, applying the expertise of many generations to provide delicious, beautiful fresh produce that enriches the lives of those who enjoy it.”
In keeping with the growing popularity of Romas, the Singhs have doubled their Roma acreage since 2015.
Exclusive marketer Oppy will offer Oceanside Pole Romas shortly, then Rounds in early July. Oppy Senior Sales Representative James Galindo will relocate to Oceanside, joining Priya and the team to connect all with retail, wholesale and foodservice needs over the course of the summer.

Oppy said Oceanside Pole tomatoes are suitable for "grown in California" local promotions. However, the tomatoes are also available throughout the United States and can be ordered to the buyer's color specifications anywhere.

For more information:
Karin Gardner
Tel: +1 (206) 499-7440

Publication date: 7/4/2018



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