In an effort to raise its visibility and provide a clear identity within the fresh product categories, C.H. Robinson has launched the global business brand Robinson Fresh. The new brand unifies the C.H. Robinson, FoodSource, Rosemont Farms and Timco Worldwide entities under one global brand. Combined, Robinson Fresh is a player in the asparagus, corn, dry vegetables, greens, melons and tropicals categories.
“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,” says 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.”
Through its global network of growers spanning across 36 countries, the company’s portfolio of product offerings includes exclusive licensed, proprietary and private label brands. It is the exclusive marketer of consumer brands such as Mott’s, Welch’s, Tropicana, Green Giant Fresh and Glory Foods, and offers Melon Up!, Rosemont Farms, Happy Chameleon and Tomorrow’s Organics proprietary brands.
“Robinson Fresh will connect our customer’s needs and desires with the collective expertise of an organization that, for over a century, has developed unique products by utilizing talent, processes, and technologies that can improve business outcomes in unexpected ways,” says Lemke. “The service, value, quality, and innovation customers have come to expect from all our businesses will continue to grow through Robinson Fresh.”
To complement the new branding, Robinson Fresh launched a new website with downloadable content consisting of consumer trends, category insights and market data.