Pure Flavor® has launched a refreshed brand identity, first revealed last week at the 2025 IFPA Global Produce and Floral Show in Anaheim, California. This refresh positions the company to connect more directly with families and retailers while staying true to the company's trusted growing practices. By simplifying the message in the produce aisle, the updated identity makes it easier for families and retailers to recognize and enjoy fresh fruits and vegetables that are flavorful, convenient, and reliably consistent.
The new identity reflects a deliberate effort to communicate more clearly and directly with consumers. "This refresh honors our history while presenting it in a way that is bold, clear, and relevant for today's families," said Jamie Moracci, CEO, Pure Flavor. "We wanted an identity that reflects how we talk to our consumers now — straightforward, approachable, and focused on what truly matters: consistent quality, great flavor, and convenience for everyday life."
© Pure Flavor
The new identity reflects a deliberate effort to communicate more clearly and directly with consumers.
For retailers, the updated identity provides clarity and confidence in-store. Shoppers can now more easily recognize the company's promise and understand the value of the products, reducing confusion and improving purchase decisions. Retail partners benefit from stronger visual merchandising, clearer product storytelling, and messaging that reinforces consumer trust in quality and freshness.
"The new identity gives us the clarity and strength to tell our story in a way that resonates with both consumers and retail partners," said Julia Weber, director of marketing, Pure Flavor. "It is about showing the quality and care behind every vegetable and fruit we grow, while making it simple for families to choose produce they can trust. The identity now communicates more directly, with less noise and more meaning."
© Pure Flavor
L-R: Julia Weber, Jamie Moracci
This launch positions the company as a trusted partner for retailers and a dependable choice for families. It is a confident, holistic refresh that embodies the company's commitment to innovation, care, and clear communication. Growing better for people hasn't changed, but how the company connects with consumers and conveys its promise has.
For more information:
Julia Weber
Pure Flavor
Tel: 519-326-8444
[email protected]
[email protected]
www.pure-flavor.com
