C.H. Robinson Creates Fresh Biz Brand
In an effort to raise visibility for its expertise in fresh produce, C.H. Robinson has created a new global business brand, Robinson Fresh, that speaks to the company’s focus on fresh products and offers a clear identity within the produce industry.
Having started out in 1905 as a wholesale produce brokerage house, C.H. Robinson has evolved and diversified through the years with grower development, strategic acquisitions, nationally recognized brands and proprietary seed development to become one of the largest produce companies in the world. The launch of Robinson Fresh, according to officials from the Eden Prairie, Minn.-based global company, unifies C.H. Robinson, FoodSource, Rosemont Farms and Timco Worldwide under one global business brand, the combined assets of which translate into a market share leader in key consumer driven categories such as asparagus, corn, dry vegetables, greens, melons and tropicals.
“Robinson Fresh reflects our progress over the past 100 years as a high quality fresh product supplier and provides our customers, growers, and employees with an identity closely aligned to fresh food,” said Jim Lemke, SVP at C.H. Robinson. “The launch of the Robinson Fresh brand signifies our ability to adapt to the marketplace, raise our visibility, and market our products while still leveraging all of the services provided by C.H. Robinson.”
By combining a global network of growers spanning 36 countries with a broad portfolio of product offerings that includes exclusive licensed, proprietary and private label brands, Robinson Fresh continues to meet the demands of the fresh product market that is growing in terms of size and complexity.
As the exclusive marketer of respected consumer brands such as Mott's, Welch's, Tropicana, Green Giant Fresh and Glory Foods, Robinson Fresh also offers proprietary brands that include Melon Up!, Rosemont Farms, Happy Chameleon and Tomorrow’s Organics.
“Robinson Fresh will connect our customer’s needs and desires with the collective expertise of an organization that, for over a century, has developed unique products by utilizing talent, processes, and technologies that can improve business outcomes in unexpected ways,” said Lemke. “The service, value, quality, and innovation customers have come to expect from all our businesses will continue to grow through Robinson Fresh.”
To complement the new branding, Robinson Fresh launched a new website which contains downloadable content consisting of consumer trends, category insights and market data, and will also support a LinkedIn page and Twitter feed to promote company messages, news and videos in order to provide followers with updated relevant content.