Last updated on October 16th, 2024
WP Rawl, a grower, processor and shipper of leafy greens, has rebranded its flagship value-added brand from Nature’s Greens to WP Rawl Farms.
The transition marks a milestone for the company as it returns to its roots, building on the brand established in 1925 by founders Walter and Ernestine Rawl.
The company decided on the change to improve brand recognition across its product lines. It added “Farms” in the brand name to make it clear to consumers that it is the farmer behind the label of the products.
The new WP Rawl Farms packaging is rolling out during the final quarter of 2024, with full product availability on shelves by January.The company will debut it at the IFPA Global Produce & Floral Show in Atlanta.
WP Rawl’s vertical integration – managing the entire supply chain from seed to delivery – brings value and helps maintain reliability and consistency.
[RELATED: Survey: Self-Checkout Presents Opportunities For Fresh Produce Sales]
“As we approach our 100-year anniversary, we reflect on our rich heritage and the journey that shaped us. For the past 17 years, we have grown to love our Nature’s Greens brand, but as we honor our legacy, we are proud to bring the WP Rawl name back to the forefront,” said Ashley Rawl, VP of sales, marketing and product development.
“WP Rawl has always stood for quality, reliability and freshness. We’re excited to reintroduce our name on our packaging, representing the trust and value we’ve built over a century through vertical integration, food safety and our commitment to innovation and sustainability.”
Throughout the design process for the new look, the company performed consumer research to determine appeal, purchase intent and shelf impact. According to the findings, nine out of 10 consumers stated that the new packaging attributes fit with the brand, had an appealing color scheme and looked premium with high quality. The packaging provided high purchase intent for current Nature’s Greens consumers and consumers of other brands.
About WP Rawl
Dating back to 1925, WP Rawl is a fourth-generation family farm based in Pelion, South Carolina, which has grown to become a grower, shipper and processor specializing in year-round bulk and value-added leafy greens and vegetables in the Rawl, WP Rawl Farms, Nature’s Greens and Palmetto Gardens brands.
