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Pastene Announces Brand Refresh With New Packaging Labels


Canton, Massachusetts-based Pastene has announced a brand refresh celebrating family meals and traditions that includes new labels, a tagline and a refreshed logo. The updates represent a new look to the company’s iconic yellow and red packaging, but the ingredients remain the same.

“A lot has changed over the years, but through it all, we’ve always been about family and the great Italian tradition of gathering around the table for shared celebrations and get-togethers,” said Mark Tosi, co-owner and president of Pastene. “With this brand refresh, we honor our rich history grounded in those great family traditions while also reaching a new generation of home chefs.”

The new look leans into the company’s traditional diamond quality pattern while introducing some new takes:

  • An Italian countryside pattern on Pastene’s line of products imported from Italy;
  • A whimsical fish pattern for its seafood collection;
  • Photography conveys the flavor and fresh quality of Pastene’s ingredients, like the famed Kitchen Ready tomatoes that are made from 100 percent sun-ripened tomatoes, picked at peak ripeness, steam-peeled and fresh-packed within five hours;
  • A new tagline that celebrates the joy of sharing a delicious meal with family and friends: “Ingredients that bring people together;”
  • A newly redesigned and user-friendly e-commerce website for consumers to purchase products, search Pastene-created recipes, and store locator;
  • “Gluten-free” printed on all appropriate products; and
  • Increased use of PET plastic and recyclable glass.

Pastene completed the brand refresh in anticipation of its 150th anniversary in 2024. The company was founded in 1874 by Italian immigrant Luigi Pastene, who started selling fruits and vegetables from a pushcart in Boston’s North End. Since then, the company has evolved into one of America’s oldest family-owned businesses.

Pastene products can be found at grocery stores across the Northeast including Market Basket, Stop and Shop, Price Chopper, Shaw’s, Hannaford, Big Y, and online at Pastene.com, Amazon and Walmart.

For almost 150 years, Pastene has been bringing family and friends to the table with quality and taste. With a strong presence and offices in both the U.S. and Canada, the company’s yellow and red labels grace gourmet items from tomatoes to tuna, breadcrumbs to olive oil, including hard-to-find varieties of olives and artichokes.

For more information, visit pastene.com.

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Featured Photo Lipari Food Show, March 22
Suburban Collection Showplace
Novi, Michigan
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