C.H. Robinson Creates Robinson Fresh To Bolster Its Focus On Produce

Robinson Fresh screenshot

C.H. Robinson has created a new global business brand named Robinson Fresh that the company says speaks to its focus on fresh products and offers a clear identity within the produce industry.

Throughout its history, C.H. Robinson says it has been firmly rooted in the fresh produce industry. Originally founded as a wholesale produce brokerage house in 1905, C.H. Robinson has evolved through innovative 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 Eden Prairie, Minn.-based wholesaler says.

The launch of Robinson Fresh unifies the C.H. Robinson, FoodSource, Rosemont Farms and Timco Worldwide entities under one global business brand. Combined, C.H. Robinson says Robinson Fresh is a market share leader in key 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, SVP 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 global network of growers spanning across 36 countries with a broad 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, according to C.H. Robinson.

Robinson Fresh is the exclusive marketer of consumer brands like 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 ensure quality, increase efficiency and offer variety to give retail consumers the fresh options they demand, the company says.

“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,” said 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, robinsonfresh.com, which contains downloadable content consisting of consumer trends, category insights and market data. Additionally, 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.

About The Author

A former newspaper editor and publisher who has handled digital duties for The Shelby Report since 2011. She once enjoyed leisurely perusing the grocery store aisles but, since having a baby in 2016, is now an enthusiastic click-and-collect shopper.