Jul 23, 2018

New direction for Wilson Produce adds crops, enhances branding

Nogales, Arizona-based vegetable growers Wilson Produce is expanding its product mix beyond its specialty crop of mini peppers. The Arizona-based company said it plans to increase production of existing items (mini peppers, cucumbers and squash) and enter into new commodities such as colored bell peppers and mini cucumbers. Other additions to the product mix will include green beans and trending items such as shishito peppers.

Additional changes will include a Wilson Produce brand refresh, updates to company resources and a fresh plan for retail programs for new and existing commodities.

Wilson Produce recognized that change was a necessity to keep the brand and the company relevant for the next generation amid an ever competitive production setting and changing retail landscape, according to a company press release.

“We are returning to our roots and taking advantage of the fundamentals our company was built on – the family name, the land, growing healthy products and investing in the people who are the backbone of our company. Each of these things is important, especially as we expand our growing program to increase acreage, add new commodities and additional organic volume, as well as continue our emphasis on the regenerative agricultural model,” said Guillermo Martinez, the company’s general manager.

Martinez said the company plans a variety of brand resources including new packaging and an updated website. Additionally, Wilson will add buyer resources including new retail tools including category management and seasonal promotions that reflect their commodity increases. Wilson Produce will also begin a dialogue with consumers to share more information and transparency through their “Truth be Grown” storytelling initiative.