As part of an ongoing strategic repositioning, Kingdom Fresh Farms has refreshed their packaging and launched a redesigned website that reflects new organizational positioning.
Guillermo Martinez, GM of Kingdom Fresh Farms remarked, “For more than a year, we have been actively defining our competitive points of differentiation and refining our internal and external market positions that set us apart from the competition. The new packaging and website reflect nearly nine months of hard work to clarify our brand and our message.”
All new materials including the packaging and the website reflect the company tagline “Cultivating Connections.” Martinez shared that the idea behind the message of cultivating connections highlights how they do business and is intimately tied to the people and great quality and great service that wouldn’t be possible without them.
The new packaging offers a bold, clean design with easy to read product naming to assist with product merchandising, but also highlights Kingdom Fresh employees and directs consumers to the website for more information about the company. The new packaging which debuted in June will continue roll-out through July and cover all products including popular, vine ripe rounds, romas, and grape tomatoes.
“Highlighting our employees on our packaging is about showcasing how proud we are of the people behind the brand. People that have worked with us from the beginning. People whose families we know, whose communities we support,” said Martinez. “People want to know where their food comes from and the people behind it – that’s what our connections are about.”
These connections are further defined on the new organizational website where Kingdom Fresh Farms explains how they build greenhouses in existing communities that allow them to focus on local labor and avoid the use of migrant help and labor camps that have come under criticism in recent years. Additionally, the new website highlights not only Kingdom Fresh’s growth in the tomato industry, but also their emphasis on food safety and sustainability with their new initiatives that include solar power, non-GMO verification and a line of organics.
Martinez concluded, “We are a young company just over a decade old, but we’ve proven our commitment to the industry and the communities where we do business with continued strength and expansion thanks to the vision of our founders who believe in growing local economies and creating partnerships with our customers.”
As proof of that growing commitment, in the last year alone, Kingdom Fresh Farms has added additional greenhouse acreage in a second location, new packing lines to improve efficiencies to meet increased volume and demand, completed non-GMO certification and began production of a new organic line of tomatoes.
Kingdom Fresh Farms is a business focused grower specializing in a full assortment of tomatoes grown in multiple regions of Mexico with headquarters in the centrally located and industrial developed region of Torreon, Mexico where they are one of the largest greenhouse operations with over 400 acres of protected agriculture resources and a local, community based workforce.