Graceland Fruit, Inc., a producer and global distributor of premium quality dried fruit ingredients for the food industry, unveiled an updated brand identity and website. The refreshed brand and website were created to better reflect the company’s renewed focus on the commercial food ingredient market and its heritage of delivering exceptional product and service performance that delights innovative food manufacturers and their consumers.
Refocused: “Graceland Fruit pioneered the infused dried fruit ingredient category nearly 50 years ago,” said Jeffrey Seeley, executive chairman of the board & CEO. “In doing so, we exponentially expanded the market for tart cherries, cranberries, blueberries, apples, and more by creating entirely new food applications and year-round utilization opportunities for these crops.”
While ingredients have always been its core business, the company entered the retail consumer packaged foods sector in 2013 with a line of Graceland Fruit® branded products. “The products enjoyed strong consumer acceptance and loyalty. However, we ultimately recognized that retail product sales and marketing is not our core competency,” Seeley said. “In 2020, we made the strategic decision to exit retail as a branded CPG marketer. We are once again 100% laser-focused on supplying exceptional ingredients to innovative consumer packaged food, foodservice, and other food companies who develop, manufacture and market their own products and brands.”
Consumer demand for delicious, nutritious, immunity-boosting foods made with authentic, all-natural ingredients is skyrocketing. Graceland Fruit ingredients are made from fresh frozen fruit that retains its superfruit status throughout the company’s proprietary infusion and drying process. As an ingredient, they add uniquely distinctive taste, texture, visual and nutrition appeal to a wide range of foods. “We delight our customers with exceptional product and service performance, making it easy for them to delight their consumers with delicious, on-trend products,” Seeley noted.
Rebranded: With renewed channel and customer focus, the company undertook a rigorous and comprehensive review of its brand positioning and visual identity. “The Graceland Fruit logo has not changed since the company was founded in 1973,” Seeley said. “This was a perfect time to refresh the look and feel of our brand to ensure clear communication of who we serve, what we do, how we uniquely do it, and why.”
The new brand identity features a more contemporary logo that pays homage to the company’s heritage while adding prominence to the brand name, better communicating its expertise, and providing a design architecture and visual system that supports future growth and innovation. Coupled with its new tagline, We deliver delightTM, the new Graceland Fruit brand identity is the foundation for communication across all touchpoints, including packaging, business materials, sales collateral, social media, website, and beyond.