Pure Flavor® launches fresh brand identity at 2025 IFPA Global Produce and Floral Show

GLOBAL – Pure Flavor® has introduced a refreshed brand identity that strengthens its connection with families and retail partners.

The new look, first revealed at the 2025 IFPA Global Produce and Floral Show in Anaheim, California, highlights the company’s commitment to clarity, freshness, and consistency in the produce aisle.

The refreshed identity aims to simplify how the company communicates its values. “This refresh honors our history while presenting it in a way that is bold, clear, and relevant for today’s families,” said Jamie Moracci, CEO of Pure Flavor.

“We wanted an identity that reflects how we talk to our consumers now, straightforward, approachable, and focused on what truly matters: consistent quality, great flavor, and convenience for everyday life.”

The company says the redesign makes it easier for shoppers to identify Pure Flavor® products and understand what sets them apart. The goal is to build stronger trust between the brand, families, and retail partners by removing clutter and focusing on what matters most, quality and reliability.

Strengthening retail partnerships

The update is equally significant for retailers. With clearer labeling and messaging, store partners can now better showcase the company’s fruits and vegetables and communicate their value to shoppers.

“The new identity gives us the clarity and strength to tell our story in a way that resonates with both consumers and retail partners,” said Julia Weber, Director of Marketing at Pure Flavor.

“It is about showing the quality and care behind every vegetable and fruit we grow, while making it simple for families to choose produce they can trust. The identity now communicates more directly, with less noise and more meaning.”

Retailers are expected to benefit from improved product visibility and stronger brand storytelling in stores. The refresh builds confidence among partners and reinforces Pure Flavor’s reputation for dependability and freshness.

Continued Growth and Commitment

Pure Flavor® says the new brand identity is part of a larger effort to strengthen its market presence while staying true to its roots as a trusted greenhouse grower. The company continues to focus on quality, innovation, and communication that reflects the everyday needs of families.

The updated identity is now rolling out across packaging, in-store displays, and digital channels. It represents what the company calls a natural step forward, one that keeps its long-standing promise intact.

“Growing better for people hasn’t changed, but how we connect with consumers and convey our promise has,” said Moracci.

Through this refresh, Pure Flavor® positions itself as a dependable partner for retailers and a go-to brand for families who value fresh, flavorful produce every day.

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