Ocean Mist Farms Launches ‘No Shame in a Shortcut’ Roastables Rebrand

CASTROVILLE, Calif. – Ocean Mist Farms, North America’s leading grower and shipper of fresh artichokes, unveiled its newly rebranded Roastables line at the International Fresh Produce Association (IFPA) Global Produce & Floral Show in Anaheim last month.

Originally launched just over a year ago – and named the Joe Nucci Innovation Award winner at the New York Produce Show just months later – Ocean Mist Farms’ Ready-to-Roast vegetable kits have been redesigned to better engage consumers, stand out on retail shelves, and drive category growth. The rebrand introduces bold new packaging in the playful “No Shame in a Shortcut” campaign, celebrating the ease and enjoyment of fresh, flavorful, oven-ready vegetables.

Now seven items strong, the Roastables line features washed and trimmed premium vegetables paired with chef-crafted seasoning packets. With virtually no prep required, consumers can have a fresh, nutritious and delicious side dish on their dinner table in just 15–20 minutes in a flavor every palate in the family will love.

“We’ve invested in significant brand marketing initiatives and consumer research to continually understand the evolving needs of shoppers,” said Chris Drew, President and Chief Executive Officer of Ocean Mist Farms. “These kits were developed for time-starved consumers who want quick, easy, and wholesome meal solutions without compromising on quality or flavor.”

Drew added that connecting with consumers starts with visibility at the retail level. “We knew we had to break out of the ‘sea of sameness’ in the value-added category,” he explained. “Our goal is to deliver innovative products that not only meet consumer demand but also drive sales growth for our retail partners.”

Designed for busy households, Roastables make it simple to enjoy freshly prepared vegetables – no guilt, no mess, and no compromise.

“We’ve got more exciting innovations coming in Q1 of 2026, including a first-of-its-kind value-added line we think consumers are going to be excited about and respond to very enthusiastically,” Drew teased. “Our innovative spirit is alive and well – and fired up for the new year and beyond.”

New “No Shame” Roastables packages will begin rolling out to retail shelves next month.

About Ocean Mist Farms   

Established in 1924, Ocean Mist Farms is a fourth-generation family-owned business located in Castroville, California. This company – the largest grower/shipper of fresh artichokes in No. America – celebrated their milestone 100-year anniversary in 2024. Committed to consistently delivering the highest standards in the industry with their Gold Standard artichokes, the company also offers a full line of 30+ premium fresh vegetable commodities and value-added products including their new award-winning Roastables Ready-to-Roast kits. To learn more, visit oceanmist.com or follow them online – Facebook, Instagram, LinkedIn.