Building on its heritage of getting the "flavour right," Warragul fresh produce company Flavorite has relaunched its brand to promote its commitment to growing flavours for life.
With the merger of three Flavorite businesses in 2020 and the purchase of the Murphy and Tatura Fresh businesses in 2021, marketing and communications manager Tom Millis said the the timing was right to evaluate the Flavorite brand.
For almost 30 years, Mr Millis said the Flavorite brand had stood the test of time. The iconic image of a fruiterer holding the ripe red tomatoes has caught customers' eyes since 1993.
He said the company's review of its brand forced them to define what they now represent, which was more than hydroponic tomatoes.
"We are on an amazing trajectory of growth and what we found was the flavour and sustainability components of our business came to life.
"The authentic little fruiterer was good at selling but it didn't capture everything else we are doing. Just changing the logo would have been risky.
"The experience we have is second to none and we are leaders in agriculture. The new green thumb logo pays tribute to that," he said.
Mr Millis said the company's founders Warren Nichol and Mark Millis were on a mission to put the flavour back into tomatoes in the
early 1990s. With that focus, they developed a company mantra – "you've got to get the flavour-right" which in turn was the basis for their Flavorite brand.
"Now we want to ensure we have flavour for generations to come. The green in the logo represents the premium produce we grow and the blue is the water, a major component in our production," Mr Millis said.
Flavorite chief executive officer Mike Nichol unveiled the new brand last week outlining: "This is a really exciting time for our business, the team have created a new and engaging brand platform that will support and drive our aggressive growth plans.
"Our new company vision puts flavour and sustainability at the heart of what we do and we will continue to lead and innovate in each of these areas.
With four production sites across Victoria and several capital projects underway, Flavorite's growing area is set to reach 90 hectares, making it the largest grower of glasshouse produce in Australia.
Within the next five years the business plans to have more than 120 hectares of growing area and will expand its produce beyond tomatoes, capsicums, cucumbers, blueberries and snacking varieties.