New branding for artisan line of fresh produce

Reflecting decades of sustainable innovation and hand-crafted expertise, Tanimura & Antle is rol…

Reflecting decades of sustainable innovation and hand-crafted expertise, Tanimura & Antle is rolling out new consumer-focused branding to support its premium Tanimura & Antle Artisan® Family of fresh produce and more clearly convey these attributes on the shelf. The new logo joins upgraded packaging with complementary colors and enhanced graphics. Each new packaging design also offers usage tips and recipes for consumers.

The Artisan branding update will hit store shelves this month and includes Tanimura & Antle’s Artisan Lettuces, Artisan Romaine, Artisan Sweet Italian Red Onions, Artisan Sweet Broccoli and Artisan Sweet Gem.

“Consumers are making product and purchase decisions in under three seconds, and we want to help make the choice about high-quality, healthy fresh produce easier with packaging that conveys quality and extends assurance and trust,” says Ashley Pipkin, director of marketing at Tanimura & Antle. “It’s important to help set premium produce apart. As a family and employee-owned farming operation, we want to show our customers and consumers that we are bringing our very best to the table each day, beginning with our Artisan line.”

The new Tanimura & Antle Artisan logo is the latest to join the company’s family of produce brands, others including Tanimura & Antle Greenhouse Grown and Tanimura & Antle Organics. Each revised brand now connotes the rich family-farming legacy and employee-owned nature of its organization and was designed to showcase decades of commitment and care. The branding update will be supported by a robust marketing program, including social media, influencer campaigns, point of sale materials, recipes and other collateral.

“The quality we bring to all of our products – including the Artisan line – is evident when you lay eyes on each package,” adds Scott Grabau, president & CEO. “Our carefully developed and selected seed varieties yielding uniquely perfect sizes, colors, flavors and textures. We field pack each item for freshness and to extend shelf life. All of this contributes to a beautiful presentation and taste on the plate.”