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.
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.
The Fresh Forward brand and website were rolled out to members, retailers and the media with positivity. Fresh Forward continues to gain store presence region-wide and social media works to give members value-added exposure and inform retailers.
Launched in October 2020, The new website has tracked 1,300+ visitors with an average time on site of over 3.5 minutes, which shoes it serves its purpose to educate and inform retail partners.
Custom pages were developed for different product offerings to showcase growers' versatility. Farmer storytelling was added to show a humanistic side to the sales process. Their quarterly newsletter keeps 200+ retail partners in the know about offerings and promotions.
Fresh Forward has a renewed confidence to sell beyond current partnerships, expanding to new states and retail chains.
See what else our clients have to say about working with our team.
"Truly, the Muse team is made up of magicians. I never have to worry about anything that's going on behind the scenes. Things are always rolling. They're always moving."
DEB GABOR, MEMBER EXPERIENCE DIRECTOR
"Muse keeps us laser-focused on our strategy. They’ve positioned our agency for the future and have completely changed my perspective on how we approach programming in other areas."
ALISON PATRICK, GRANT MANAGER
Cuyahoga County Board of Health
"I've collaborated with Muse on many projects, but their ability to transform Trilipiderm from a product-driven brand to a luxurious lifestyle brand stands out for me. This is a team of thoughtful collaborators, driven to help brands stand apart in unique and compelling ways. They're my go to for strategic and creative ideas that captivate."
BRIAN ELLIS MARTIN, FOUNDER & EXECUTIVE CREATIVE DIRECTOR
"Our broker told me that is the most animated our retail buyer has ever been. It was the best meeting they had attended, so a great big thank you to all of you. I would not have had that type of meeting without everything that you did to put our brand presentation together."