NOGALES, Ariz., September 23, 2010 — Cris-P Produce Co., Inc, the Nogales, Arizona-based organic produce and greenhouse grower, today announced that the company has changed its name to Wholesum Family Farms, whose products will be branded under the name Wholesum Harvest, as a part of its recent re-branding campaign. In addition to Cris-P Produce, the company previously operated under the Natura Organic brand name.
“We wanted a name to reflect our commitment to healthy organic produce, as well as our rich family heritage,” said Ricardo Crisantes, general manager, Wholesum Family Farms. “My grandfather first started this company in 1930, and today, we remain committed to the same traditional family farming practices. The hands-on care and attention that we give our produce enables us to fulfill the promise of providing our customers with consistently high quality, nutritious fruits and vegetables.”
The company enlisted the support of FreshXperts, a full-service produce consultancy, to lead its re-branding efforts.
“The Wholesum Harvest brand represents produce that is just that…wholesome,” said Anthony Totta, business development and marketing expert for FreshXperts. “It has not been treated with chemical pesticides, herbicides, growth hormones, or synthetic dyes. ‘Wholesum Family Farms’ and ‘Wholesum Harvest’ communicate what this company is all about…dedication to family and commitment to providing customers with produce that is safe and healthy.”
The company is emphasizing this point through its new motto, “Wholesum Harvest for wholesum families.”
The company plans to introduce a new Web site next month to reflect its new image. The Web site will utilize social media tools to reach out to consumers, retail operators, distributors and members of the produce industry.
Wholesum Family Farms is a supplier of Mexican-grown organic tomatoes, bell peppers, cucumbers, eggplants, mangoes, and squash. All products are certified organic produce, grown in accordance with the USDA National Organic Program (NOP), and certified by Quality Assurance International or Primus Labs. Wholesum Family Farms is dedicated to biological pest management, sustainable agriculture, minimizing its carbon footprint, socially responsible business practices, and earth friendly packaging.
Source: Wholesum Family Farms
