The Ippolito Group of Burlington, Ontario and Ippolito International of Salinas, CA will unveil the redesign of the company’s renowned “Queen Victoria” logo June 26 at the California Central Coast Grower-Shipper Association fashion show. Ippolito International, a major sponsor of the event, will incorporate the newly designed logo into all packaging throughout the summer and fall. Ippolito International’s “Coast King” logo will be updated as well.
The brand name “Queen Victoria” was chosen during WWII, when Canadian-Italian immigrants Carmelo and Filomena Ippolito first started packaging spinach in clear, cellophane bags. They wanted a name that represented the quality of their product and loyalty to their new country. The now familiar red, green and gold crown-shaped logo was instituted in 1946 when the company began packaging branded fresh spinach and other items.
“While the original Queen Victoria logo has a special place in our company’s
history, we determined it was time to give it an update that will be appealing to today’s consumer,” said Joel Ippolito, President of The Ippolito Group.
“We feel the new version continues to communicate the regal qualities of the brand through the use of color, and at the same time captures a contemporary feel with the leaf graphic used to create the crown,” he said.
Ron Mondo, Partner and Vice President of Production and Harvest of Ippolito International, agrees, saying, “We are excited about the new version of “Queen Victoria”, and have done the same with our “Coast King” brand. By updating the look and creating similarities, the two brands’ design is more compatible to show they are in the same family of brands,” he said. “Coast King” originated as a label for Brussels sprouts in the Santa Cruz, California area.
The Ippolito Group is a family run business renowned for its "Queen Victoria" premium quality vegetables. Ippolito Fruit & Produce Ltd., located in Burlington, ON, is a state-of-the-art packing facility running 364 days a year. Ippolito International, based in Salinas, CA is a full-service vegetable grower/shipper operating year round from CA, AZ and Mexico. Known as North America's largest Brussels sprouts supplier, Ippolito International also grows packs and ships a full line of western vegetables.
Source: The Ippolito Group & Ippolito International
