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Pure Flavor undertakes brand refresh
New brand identity to be unveiled at IFPA 2025 Global Produce & Floral Show
September 5, 2025
By Greenhouse Canada
Pure Flavor Farms has announced a major refresh of its branding ahead of the IFPA 2025 Global Produce & Floral Show in October, where it plans to unveil the makeover.
In a recent press release, Leamington-based Pure Flavor said the refresh is a strategic move to support the greenhouse produce grower’s continued growth in the sector, which, the company says, is ‘guided by deep consumer understanding and a forward-looking approach.’
“This refresh represents a broader shift in how we communicate, connect, and show up as a brand, both now and in the future,” said Julia Weber, director of marketing at Pure Flavor, in the release.
“What became clear is that people want more simplicity, transparency, and more meaning from the brands they engage with.”
The new branding will involve redesigned packaging, a new logo and consumer messaging and more, which the company plans to unveil at the IFPA 2025 Global Produce & Floral Show in Anaheim, California in mid-October.
“This moment is about honoring where we’ve been while stepping boldly into what’s ahead,” said Jamie Moracci, CEO of Pure Flavor in the release.
“It’s not about changing direction. It’s about sharpening our focus and ensuring everything we put into the world reflects the same purpose and energy that’s driving us forward.” (Source: Pure Flavor)