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.
This transition is a major milestone for the company as it returns to its roots, building on the brand established in 1925 by founders Walter and Ernestine Rawl.
WP Rawl decided to rebrand to improve brand recognition across its diverse product lines. By doing so, it aimed to better connect the brand with the farm. It added “Farms” in the brand name to make it clear to consumers that it is the farmer behind the label of the products they enjoy.
By adopting the “WP Rawl” name front and center, the company is staying true to its legacy while focusing on creating a more unified brand identity. Its vertical integration – managing the entire supply chain from seed to delivery – brings value and helps maintain reliability and consistency. Additionally, the focus on innovation and sustainability shows WP Rawl Farms’ dedication to responsible farming and continuous improvement.
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“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.”
The new WP Rawl Farms packaging is rolling out gradually during the final quarter of 2024, with full product availability on shelves by January.
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 new packaging provided high purchase intent for current Nature’s Greens consumers and consumers of other brands.
The company will debut the new packaging at the IFPA Global Produce & Floral Show in Atlanta.
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.
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