Medrano Produce Unveils Brand Refresh, Debuting at Viva Fresh Expo

Family-owned Texas grower-shipper reinforces service-first commitment and relationship-driven growth 

Pharr, Texas — Medrano Produce will debut a refreshed brand identity at the 2026 Viva Fresh Expo, marking the next chapter for the Texas-based, family-owned company founded in 1979. 

The updated look honors the company’s roots while presenting a clear, modern identity that reflects who Medrano Produce is today, as a bespoke quality, dependable partner built on integrity, and service. 

“This update reflects who we are as a company and who we are as a family,” said Franco Medrano, Vice President of Sales & Marketing at Medrano Produce. “We are a family business that still operates on the same values we were founded on:  consistency, accountability, and service. We’re proud to share it with our customers who also become family.” 

The brand refresh includes updated packaging, a new visual identity, and messaging that better represent the Medrano family’s legacy and long-standing commitment to customers across retail and foodservice. The new design will roll out across packaging, sales materials, and digital platforms beginning this spring. 

The refreshed brand will be formally introduced at Viva Fresh Expo, April 16–18. Attendees are invited to visit Medrano Produce at Booth #801 to see the new look and meet the team behind it. 

Medrano was clear that how the brand looks has evolved, but the company’s foundation remains the same. For more than four decades, Medrano Produce has built its business on relationships and a hands-on approach to service. 

“Our name is on every bag,” said Medrano. “That means something to us. It represents our family and the responsibility we feel to the people we serve.” 

For more information, visit https://www.medranoproduce.com/vivafresh-booth801. 

About Medrano Produce

Founded in 1979, Medrano Produce is a Texas-based, family-owned grower-shipper serving retail, foodservice, and wholesale partners across the United States. Built on hard work, integrity, and a service-first mindset, the company has grown through long-standing relationships and consistent execution. Medrano Produce remains committed to delivering quality produce and dependable support with every order. Discover our story at https://www.medranoproduce.com/our-story-1.