Home » Val Verde Updates Image as Part of Growth Plan

Val Verde Updates Image as Part of Growth Plan

Val Verde Co

Last updated on June 13th, 2024 at 12:01 pm

The harvest season is under way at McAllen, Texas-based Val Verde Vegetable Co., but greens aren’t all that’s fresh. Val Verde recently launched a new corporate identity, expanded product lines and made equipment upgrades. 

As part of several company-wide changes, Val Verde has introduced a new logo that epitomizes the iconic red and green of the past image with modern styling. The new logo is anchored by landscape imagery that showcases the company’s family history in the farming business, according to a news release.

The new identity is part of a broader company strategy to create greater recognition for the company, position the organization for generational growth and maintain the family history and values that built the business, the news release adds. 

In addition to a facelift for the company image, the Val Verde packing facility is stepping up its game. New box strapping equipment has been added to improve the safety and efficiency of its packing line. The new equipment uses strapping to securely close the boxes and eliminates the use of staples avoiding potential for foreign metals in the package and making the boxes safer to handle. 

The production department is expanding product lines and upgrading acreage with a state of the art drip irrigation program as well. The new irrigation system allows for better water management and improved crop quality on specialty items like fenugreek, also known as methilieaf.  Common in Indian cooking, fenugreek continues to grow in popularity as the population diversifies and cooking shows and ethnic cuisines make new products more widely known among today’s consumer, according to the news release.

“Over the past three generations, our business has seen many changes, but our emphasis on customer service has never changed,” said Frank Schuster, president of Val Verde Vegetable Co. “A new image is exciting as the third generation enters the business, but we are more excited to continue to add new products and technology that bring additional value to our customers.”

Val Verde Vegetable Co. is a third-generation family farm and grower, shipper, marketer of products from South Texas and Mexico with a specialty in leafy greens and cabbage.

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The Shelby Report delivers complete grocery news and supermarket insights nationwide through the distribution of five monthly regional print and digital editions. Serving the retail food trade since 1967, The Shelby Report is “Region Wise. Nationwide.”

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