Traverse City, Mich.-based North Bay Produce, a cooperative of 30 grower-owners around the world that produces fresh fruits and vegetables year-round from apples to asparagus and berries to snow peas, has rebranded to underscore the importance of its farmers.
In what the company calls “transformative move” to help better tell their story, North Bay has integrated an innovative augmented reality (AR) experience into the new packaging, which it will reveal at Fruit Logistica in Berlin, Feb. 4-6.
The rebrand also includes a new farmer-focused logo created in partnership with Veritiv’s internal specialized branding and design agency.
At the core of the rebrand is the farmer, a symbol North Bay says represents its commitment to connection, cooperation and global reach. The farmers are not just the foundation of North Bay’s business; they are the business, the company says.
North Bay says the farmer in its new logo is a timeless, universal figure, representing its diverse men and women farmers from every era and corner of the globe. This icon stands for the values the company holds dear: being relatable, local, timeless, trustworthy, sustainable and committed to farm-to-table excellence, it says.
As a global cooperative, owned by the farmers who cultivate its produce, North Bay says it aims to create meaningful connections between consumers and the people who feed their families and the world.
“Our farmers’ dedication and work ethic are the driving forces behind North Bay’s sustained success since 1984,” says Brian Klumpp, director of marketing at North Bay Produce. “By focusing on varietal development and expanding our global farmer-owner portfolio, we continue to elevate our performance and share the compelling stories of our farmer-owners.”
Augmented Reality Experience
North Bay says its new branding takes storytelling to the next level with AR labels designed to bring the North Bay farmer to life, guiding viewers through a 3D farm diorama and sharing the stories behind the farms. This innovative approach highlights North Bay’s global cooperative network, emphasizing how collaboration maximizes technology and resources for consumer benefit, the company says.
“This AR technology gives us an avenue to tell a story and connect the consumer to where their fruits and vegetables are being grown, how they’re being grown and new and exciting varieties being grown,” says Nick Osmulski, president of North Bay Produce. “This is something that retailers have been asking for, and we’re excited to bring this new storytelling opportunity to our customers’ produce departments for the consumers.”
Osmulski says the rebrand also gives North Baby an opportunity to focus on its own story and that of its people.
“The essence of North Bay is its people,” he says. “Between the great group of farmers that make up North Bay and the team of employees around the world, it’s truly an amazing group of people working together every day that drives the success of the company.”
It’s a story worth telling, Klumpp says.
“North Bay is thriving, and this moment gives us the opportunity to emphasize what’s behind that success — our people,” he adds. “While we’ve long been a quiet and humble company, we now embrace the chance to modestly yet clearly share why our story is worth knowing.”
For more information on North Bay Produce and the rebrand, visit Hall A, stand A09 at Fruit Logistica or visit the company website.
