Fresh Forward

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 Challenge

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.

Insight

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.

Solution

The new name, “Fresh Forward,” evokes superior produce quality and signals the momentum – or forward progress – that’s achieved when farmers band together. The tagline, “Harvested from the Great Lakes,” speaks to brand presence and allows for expansion into states across the region.

We brought the brand strategy to life across integrated marketing channels: A new website, social media, public relations, member communications and more. The new website – FreshForwardFarms.com – balances crisp graphics with compelling photography of the farmers and their families. While the FGMA name was retired, the Ohio Apples brand was maintained with a modified position. Muse was retained for this initiative to develop the new website and brand collateral.

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Performance

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