May 15, 2014

C.H. Robinson creates global brand for fresh produce

In an effort to raise visibility for its expertise in fresh produce, C.H. Robinson has created a new global business brand named Robinson Fresh that speaks to the company’s focus on fresh products and offers a clear identity within the produce industry.

The launch of Robinson Fresh unifies the C.H. Robinson, FoodSource, Rosemont Farms, and Timco Worldwide entities under one global business brand. Combined, Robinson Fresh is a market share leader in key consumer driven categories such as asparagus, corn, dry vegetables, greens, melons, and tropicals, said a company press release.

“Robinson Fresh reflects our progress over the past 100 years as a high quality fresh product supplier and provides our customers, growers, and employees with an identity closely aligned to fresh food,” said Jim Lemke, senior vice president at C.H. Robinson. “The launch of the Robinson Fresh brand signifies our ability to adapt to the marketplace, raise our visibility, and market our products while still leveraging all of the services provided by C.H. Robinson.”

By combining a global network of growers spanning across 36 countries with a broad portfolio of product offerings that includes exclusive licensed, proprietary, and private label brands, Robinson Fresh continues to meet the demands of the fresh product market that is growing in terms of size and complexity.

Robinson Fresh is the exclusive marketer of consumer brands such as Mott's, Welch's, Tropicana, Green Giant Fresh and Glory Foods. In addition, Robinson Fresh offers Melon Up!, Rosemont Farms, Happy Chameleon, and Tomorrow’s Organics proprietary brands to ensure quality, increase efficiency, and offer variety to retail consumers.

“Robinson Fresh will connect our customer’s needs and desires with the collective expertise of an organization that, for over a century, has developed unique products by utilizing talent, processes, and technologies that can improve business outcomes in unexpected ways,” said Lemke. “The service, value, quality, and innovation customers have come to expect from all our businesses will continue to grow through Robinson Fresh.”

To complement the new branding, Robinson Fresh launched a new website,, which contains downloadable content consisting of consumer trends, category insights, and market data. As well, Robinson Fresh will support a LinkedIn page and Twitter feed to promote company messages, news, and videos in order to provide followers with updated relevant content.

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