In celebration of their 20th anniversary, CF Fresh announced its new name. The company is formally changing its name to Viva Tierra Organic to bring it name in line with their primary brand identity, the well known and respected Viva Tierra Organic label, which was established at the company’s founding and has been in continuous use since 1993.
Luis Acuña, president and CEO, says, “Adopting Viva Tierra Organic as the official company name honors our organic roots and the vision of our founder, Roger Wechsler, while positioning us for great future growth, challenges and fun adventures in produce. We are looking ahead to another 20 years of organic success!”
Viva Tierra is a Spanish phrase that can be literally translated as Live Earth or Living Earth, but also caries an additional idiomatic meaning, more akin to Long Live the Earth or an exclamation of approval, such as Hooray for Earth! This sentiment embodies the company’s philosophy and commitment to sustainable, organic agriculture and fresh, wholesome produce.
Changing the company’s name to Viva Tierra Organic, Inc. will simplify the identification of the company within the trade, generate more recognition for the brand and products, and reinforce the company’s identity as a leader in the organic produce community.
In addition to changing the name of the company, other events are planned throughout the year to mark 20 years of organic produce success. A recent tour of Chilean orchards lead by Luis Acuña, along with Steve Mackey company EVP/CFO, and Viva Tierra Organic salesmen Tryg McInerny and Paul McCaffrey was the first of many such events. Buyers from key accounts enjoyed the opportunity to travel to many of the orchards which produce the organic apples that form the backbone of Viva Tierra Organic’s robust
import program. The group also enjoyed learning about the vibrant culture, tasting the exquisite wines and seeing the beautiful landscapes of Chile.
Plans for future tours of Washington and California orchards in the summer and fall, as well as promotional giveaways and other fun events are being developed to commemorate this milestone.