After 30 years as J&J Produce, the company’s leadership team says it has been actively engaged in strategically positioning the Florida-based business for future growth. As a result, the company has hired Full Tilt Marketing to assist it with developing a new corporate image and logo.
“The first step was engaging in a comprehensive customer survey to assess J&J’s strengths and provide feedback on how we can further improve our value proposition to our customers,” says Brian Rayfield, VP of business development and marketing.
The evaluation process included analyzing competitive markets and internal and external reviews. To assist with the review and rebranding efforts, J&J Produce engaged the expert services of Full Tilt Marketing, which specializes in fresh produce.
“We have evolved from a buying and selling operation supplying primarily the food service industry into a farming and growing operation, with farms located in strategic growing regions to supply our diverse foodservice and retail customer base,” Rayfield says. “As we’ve grown steadily and expect to expand rapidly nationwide, it’s time to re-evaluate the essence of our brand, As we enter more markets and interact with more customers, particularly consumers, we want to make sure our name, brand and story clearly communicate who we are today. Our brand is our promise and the company is dedicated to delivering on it.”
J&J Produce and Full Tilt Marketing are working closely to complete the re-branding process and plan to unveil the new J&J Produce at the PMA Fresh Summit in New Orleans in October, where the company plans to debut its new name and logo.
Heidi McIntyre, managing partner at Full Tilt Marketing, says, “I’ve known the management at J&J Produce for several years and I’ve watched them grow. We are excited about helping them transform their corporate image and make strides to connect with customers and consumers in a new way.”
J&J Produce specializes in growing cucumbers, bell peppers, squash, tomatoes and eggplant. The company manages more than 3,000 acres of production from its own farms and grower partners. J&J has operations in Florida, Georgia, Tennessee, North Carolina, Texas, Arizona, Mexico and the Dominican Republic.
