Graceland Fruit refreshes branding
Graceland Fruit has a new look and company branding. The producer of dried fruit ingredients, including dried fruit snacks under retailer private label brands, introduced a new website, brand identity and focus for the new year.
The refresh is aimed at shining a brighter light on its focus toward the commercial food ingredient market. The company began making branded Graceland Fruit consumer packaged goods products in 2013 but exited that business last year. “We are once again 100% laser-focused on supplying exceptional ingredients to innovative consumer packaged food, foodservice, and other food companies who develop, manufacture and market their own products and brands,” said Jeffrey Seeley, executive chairman and CEO.
The company said consumer demand for nutritious, immunity-boosting foods is skyrocketing, and Graceland Fruit ingredients are made from fresh frozen fruit that retains its superfruit status through its proprietary infusion and drying process.
“Graceland Fruit pioneered the infused dried fruit ingredient category nearly 50 years ago,” said Seeley. “In doing so, we exponentially expanded the market for tart cherries, cranberries, blueberries, apples, and more by creating entirely new food applications and year-round utilization opportunities for these crops.”
The rebranding came from a rigorous and comprehensive review of its brand positioning and visual identity, resulting in its first new logo and refreshed identity since 1973. The contemporary logo pays homage to Graceland Fruit’s heritage and uses a new tagine “We deliver delight.”
A new website also launched to communicate the new look and brand focus.
“It is completely reimagined, redesigned and restructured to make it easy for current and potential customers to learn more about our products, our process, our growers, and our services,” Seeley said. “Most importantly, it is a source of inspiration for use applications and innovation. It also serves as an on-demand resource center for product information, industry trends and insights, and other tools to help our customers delight their consumers and profitably grow their business.”
The mobile-optimized site features a resource hub with downloadable product specifications, certification documentation, statements of compliance and brochures. There’s also a blog for content and more.