Houweling US Holdings, Inc. is launching the Longvine Growing Co. as the company rebrands. The rebranding project was initiated in early 2020 as the Houweling Family exited its ownership position from the US operations. An exhaustive search was conducted to find a world-class agency that could unlock new potential through rebranding, while capturing the essence of the team who have contributed to the company’s success.
Selecting Interact of Boulder, CO, the company embarked on reimagining its brand foundation, exploring the growing target demographic and modernizing the look and feel.
“We were delighted to identify many of our strengths and match the traits our redefined target consumers value,” said David Bell, CMO, Longvine Growing Co. “Focusing on sustainability, transparent communications and worker welfare through certifications already position the company to create strong connections. Longvine Growing Co. speaks to the literal vines that produce fresh tomatoes, peppers and cucumbers, but also the individuals who guide the process from seed to a consumer’s table.”
Early in 2021 the company received notice that the owner of the Camarillo, CA farm had engaged in a potential sale option of the facility to a buyer who intends to convert the site into non-vegetable production. With uncertainty around that facility, the company focused on building out and expanding the partner-grown programs to offset the loss of the underperforming facility.
“While the site offered operational challenges, the talented team members at the farm are incredible, hard-working people,” said Kevin Doran, Longvine CEO. “We have advocated since day one and are working with the buyer to ensure as many people as possible have opportunities to excel in the new operation.”
To further support the expansion of the partner grower network, the company is doubling the size of its Nogales, AZ packing and distribution center naming Fernando Vazquez, a 17-year tenured employee, to the role of Nogales general manager, relocating from Oxnard.
“The business model shows that in combination with the new brand, we have a launchpad to accelerate our growth and be an equity partner in Equilibrium Capital, who will work with us to deploy capital,” said Doran. “Starting with a 30-acre Mona, UT expansion with ground works underway.” The Mona farm will serve as the new head office.
Equilibrium recently announced the closing of Controlled Environment Foods Fund II with total commitments of $1.022 billion. The fund will be deployed in high-tech greenhouses, indoor farms and other CEA segments. “Longvine shares our commitment to executing innovative, sustainable strategies in the CEA space,” says Tom Amis, CEA principal and strategy lead at Equilibrium. “To support Longvine’s growth, Equilibrium will deploy $60mm to the Mona, UT site doubling the growing area and other site improvements.”
Longvine Growing Co produce will begin its journey ‘From our vines to your table’ in September 2021.
For more information:
Houweling US Holdings, Inc. (Longvine Growing Co.)
Tel: +1 (604) 398-5303