Yerington, NV – Feb. 10, 2011: After 30 years of marketing their onions under brands such as Mustang, Wabuska Whopper, Purple Passion and Mother’s Love, Peri & Sons Farms is making a change. Beginning this spring these various brands will be retired and all Peri & Sons Farms’ onions—conventional and organic— will be marketed under a single Peri & Son Farms brand. This transition will be seen in the new look of their packing cartons which have just been launched.
Teri Gibson, marketing & customer relations manager for Peri & Sons Farms says, “Over the last year, we have been implementing a rebranding strategy. During the process it became obvious that the common thread running through all of our brands is the reputation of Peri & Sons Farms and building on that strength is what we should be focusing on. Going forward we will redirect the energy away from marketing a variety of brands and instead focus it on building brand awareness for one main brand, Peri & Sons Farms.”
Last year Peri and Sons Farms began looking for a cost-effective packaging solution that would enforce their new brand positioning and distinguish their Premium and Organic onions. Working with Vogel Designs of Reno, Nevada, on the graphic design for the box, Ms. Gibson says, “We set out to challenge conventional thinking about the complexity and the overall image quality that could be achieved with traditional post-printing techniques on corrugated board. We wanted a colorful carton with photos of our onions, but we didn’t feel the cost of the pre-printed, high-graphic process was warranted for our objective. Pushing the process to the limit was a bit risky, but we felt confident we could pull it off with the right printer”
After discussing the project in detail with several corrugated providers, Peri & Sons Farms chose Temple-Inland to produce the cartons. Rob Fuss, Account Manager for Temple-Inland says, “We knew the Peri & Sons Farms carton was going to be difficult but we welcomed the challenge and the whole team was excited at the prospect. By involving key members of our staff—in plate-making, ink development, production and management—we were able to create an environment of open communication and manage expectations.”
Paul Calvert, general manager for Temple-Inland says, “We are pleased with the communication and cooperation that took place between the Peri & Sons Farms team and our team from the initial design reviews to pre-press and throughout the production stages. The new cartons have raised the bar for what can be achieved under these circumstances when everyone works together as a team. We are very proud of the final result.”
Peri & Sons Farms will be using the new cartons, which are different than any other onion packaging in the marketplace today, to ship their storage onions from their Nevada farm through April and then for shipping the spring and summer onions from their California farm.
Source: Peri & Sons Farms
