C H Robinson has created a new global business brand named Robinson Fresh that speaks to the company’s focus on fresh products and offers a clear identity within the produce industry.
Originally founded as a wholesale produce brokerage house in 1905, C H Robinson has evolved through product marketing strategies, grower development, strategic acquisitions, exclusive nationally recognized brands, and proprietary seed development to become one of the largest produce companies in the world.
The launch of Robinson Fresh unifies the C H Robinson, FoodSource, Rosemont Farms, and Timco Worldwide entities under one global business brand. Combined, Robinson Fresh is a market share leader in consumer-driven categories such as asparagus, corn, dry vegetables, greens, melons, and tropicals.
“Robinson Fresh reflects our progress over the past 100 years as a high-quality fresh product supplier and provides our customers, growers, and employees with an identity closely aligned to fresh food,” said Jim Lemke, senior vice-president at C H Robinson. “The launch of the Robinson Fresh brand signifies our ability to adapt to the marketplace, raise our visibility, and market our products while still leveraging all of the services provided by C H Robinson.”
By combining a network of growers spanning 36 nations with a portfolio of product offerings that includes exclusive licensed, proprietary, and private label brands, Robinson Fresh continues to meet the demands of the fresh product market that is growing in terms of size and complexity.
Robinson Fresh is the exclusive marketer of consumer brands such as Mott’s, Welch’s, Tropicana, Green Giant Fresh, and Glory Foods. In addition, Robinson Fresh offers Melon Up!, Rosemont Farms, Happy Chameleon, and Tomorrow’s Organics proprietary brands.
To complement the new branding, Robinson Fresh launched a new website, www.robinsonfresh.com, which contains downloadable content consisting of consumer trends, category insights, and market data. As well, Robinson Fresh will support a LinkedIn page and Twitter feed to promote company messages, news, and videos in order to provide followers with updated relevant content.