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Graceland Fruit® Starts 2021 with Renewed Focus, Brand, and Website

by | Jan 18, 2021 | Industry News

Welcome to the fresh new look of Graceland Fruit® Exceptional Ingredients! We’re excited to unveil our updated brand identity and website, created to better reflect our renewed focus on the commercial food ingredient market and our heritage of exceptional product and service performance that delights innovative food manufacturers and their consumers.

Refocused: We pioneered the infused dried fruit ingredient category nearly 50 years ago. While ingredients have always been our core business, we entered the retail consumer packaged foods sector in 2013 with a line of Graceland Fruit® branded products. The products enjoyed a strong consumer following; however, we ultimately recognized that retail product sales and marketing is not our core competency. In 2020, we made the strategic decision to exit retail as a branded CPG marketer. We are once again 100% laser-focused on supplying exceptional ingredients to innovative consumer packaged food, foodservice, and other food companies who develop, manufacture, and market their own products and brands.

Rebranded: With renewed channel and customer focus, we undertook a rigorous and comprehensive review of our brand positioning and visual identity. The Graceland Fruit logo has not changed since the company was founded in 1973. This was a perfect time to refresh its look and feel to ensure clear communication of who we serve, what we do, how we uniquely do it, and why. Our new brand identity features a more contemporary logo that pays homage to our Company’s heritage while adding prominence to the brand name, better communicating our expertise, and providing a design architecture and visual system that supports future growth and innovation. Coupled with our new tagline, We deliver delight, the new Graceland Fruit brand identity is the foundation for all our touchpoints, including packaging, business materials, sales collateral, social media, website, and more.

Renewed website: We are excited to have you explore our completely reimagined, redesigned, and restructured digital home base, GracelandFruit.com! We’ve enhanced functionality to make it easy for you to learn more about our products, our process, our growers, and our services. It also serves as an on-demand resource center for product information, industry trends and insights, and other tools to help you delight your consumers and profitably grow your business. Most importantly, we hope you find it is a source of inspiration for use applications and innovation.

Our new website is fully responsive, mobile-optimized, and easy to navigate. The expanded resource hub includes downloadable product specifications, certification documentation, statements of compliance, and brochures. It also houses the Graceland Fruit press room and blog, Bits ‘n Pieces monthly newsletter, industry events calendar, and more. Direct links make it easy to request samples, connect with Graceland Fruit ingredient experts, or initiate new product collaboration from anywhere on the site. We invite food and beverage manufacturers, foodservice operators and distributors, and the food industry at large from around the globe to explore our new site and learn more about how we deliver delight™ through exceptional product and service performance.

Learn more about Graceland Fruit and our new brand identity here.

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