Organically Grown Co. rebrands with new logos, website, packaging
Wholesaler-distributor Organically Grown Co., Portland, Ore., continues a rebranding process, introducing updates to its logo, website, packaging and truck wraps.
The 42-year-old company’s new logo builds on and retains the essence of its legacy logo and company values, according to a news release.
“We engaged an internal team of longtime OGC stakeholders to inform the work, and a talented external team to drive the creative process,” CEO Elizabeth Darrow Nardi said in the Oct. 26 release. “Today’s launch is a milestone for sure, but we see this brand identity update as part of the journey we’re taking with our stakeholders — our growers, customers, coworkers, community and mission aligned investors — as we evolve and innovate within our industry and marketplace.”
The company also has updated the identity and brand strategy for the Ladybug Brand organic line. The brand, created more than a decade ago, gave independent grower a way to market organic produce under a common label through the company’s network, mostly to wholesalers outside of the Pacific Northwest, according to the release.
The Ladybug label will now represent premium organic produce from the Northwest and beyond. The shift allows Organically Grown to leverage relationships with growers outside its region who want to take advantage of its marketing and logistics expertise.
“Sourcing for Ladybug Brand will no longer be defined by geography, but rather by our values and mission which focus on sustaining organic agriculture and a fair and just supply chain,” Mike Boyle, vice president of sales and sourcing, said in the release. “As a company deeply rooted in the Northwest, we will always prioritize sourcing from local farmers during our peak growing season, and then expand beyond our backyard to meet the needs of our year-round wholesale customers.”
The company established the Sustainable Food and Agriculture Perpetual Purpose Trust in 2018 and transitioned ownership to the trust. The new governance model shows the company’s commitment to independence and its mission, according to the release.
Packaging with the new Ladybug icon debuted this summer and continues into the fall with organic blueberries, kiwi berries and cranberries.