C.H. Robinson Launches Consumer Brand for Fresh Produce

Robinson Fresh products. (C.H. Robinson)

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C.H. Robinson’s fresh produce business division will roll out its own brand of fruits and vegetables nationwide, the logistics company announced Jan. 19.

Robinson Fresh has been a brand name for the production, marketing and distribution of produce since 1905. But now the business division is offering fresh produce under its own name.

“We are excited to have shoppers associate our brand with the high-quality fresh produce we have provided for years,” Robinson Fresh President Michael Castagnetto said in a statement. “We will continue to provide our retail and food service customers fresh produce, ideas and solutions to help their businesses both today and tomorrow.”

He said the company is working to help consumers feed their families and support healthy lifestyles. Robinson Fresh will continue to offer retailers produce transportation and global supply chain capabilities.

“Produce brands inform and engage consumers with the stories that they seek about the food they purchase,” Mary Coppola, vice president of marketing and communications at the United Fresh Produce Association, told Transport Topics. “This year in particular, consumers are focused on developing healthier lifestyles with fresh produce as the main driver.”

C.H. Robinson said in the announcement that now shoppers can get to know the brand behind the produce.

“Branding allows fresh produce companies to build trusted, authentic and informative relationships with consumers, which is critical to success as shopper behavior shifts from in-store to online and into new channels,” Coppola said. “Throughout the purchasing life cycle, having a reliable, recognizable brand provides consistency of experience to the consumer.”

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Robinson Fresh essentially was the foundation behind the creation of the entire company when it was started more than a century ago. It already works with growers in 35 countries and serves many large food retailers nationwide.

Robinson Fresh also is updating its logo and introducing new packaging for fruits and vegetables. The company said consumers will start to see fresh produce items such as mini peppers, jalapenos, kale and mixed greens with the brand logo in stores within a week. The company plans to roll out more products in the coming year.

“As our retail customers know, we go beyond providing fresh produce for their stores and e-commerce platforms,” Castagnetto said. “We combine a fresh, high-quality product with consumer and category insights as well as a global suite of services and best-in class talent to support their company’s success.

“As we extend our brand from behind the scenes to the package, we continue our commitment to be the people our customers and consumers can rely on for the best produce on the market.”

C.H. Robinson ranks No. 7 on the Transport Topics Top 50 list of the largest logistics companies in North America.

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