A fresh brand for a fresh frontier
SERVICES: Brand Strategy / Website Development / Public Relations / Photography / Signage / Packaging / Branded Merchandise / Member Communications / Social Media Strategy
The Fruit Growers Marketing Association (FGMA), a family farm cooperative, was known by two different names to two different audiences: FGMA to members (grocers and wholesalers) and Ohio Apples to in-store consumers. When leaders began to welcome members outside of Ohio, this highly reputable brand needed a refreshed identity. New growers brought new product offerings, including vegetables. Neither name – FGMA or Ohio Apples – fit the organization’s newly charted course.
An evolved name and brand strategy seemed apparent, but not everyone was convinced. Our team, along with the president of the organization, had to convince the board that change was the precursor for continued success. After multiple stakeholder meetings and presentations, including mood boards and visuals depicting the potential, we achieved buy-in to shelve the old name and step toward the future.