C.H. Robinson Offers New Approach with Robinson Fresh

  C.H. Robinson Offers New Approach with Robinson Fresh

Business Wire

EDEN PRAIRIE, Minn. -- May 14, 2014

In an effort to raise visibility for their expertise in fresh produce, C.H.
Robinson has created a new global business brand named Robinson Fresh^® that
speaks to the company’s focus on fresh products and offers a clear identity
within the produce industry.

Robinson Fresh(R) consumer and private label brands. (Photo: Robinson Fresh)

Robinson Fresh(R) consumer and private label brands. (Photo: Robinson Fresh)

Throughout its history, C.H. Robinson has been firmly rooted in the fresh
produce industry. Originally founded as a wholesale produce brokerage house in
1905, C.H. Robinson has evolved through innovative product marketing
strategies, grower development, strategic acquisitions, exclusive nationally
recognized brands, and proprietary seed development to become one of the
largest produce companies in the world.

The launch of Robinson Fresh^® unifies the C.H. Robinson, FoodSource, Rosemont
Farms, and Timco Worldwide entities under one global business brand. Combined,
Robinson Fresh^® is a market share leader in key consumer driven categories
such as asparagus, corn, dry vegetables, greens, melons, and tropicals.

“Robinson Fresh reflects our progress over the past 100 years as a high
quality fresh product supplier and provides our customers, growers, and
employees with an identity closely aligned to fresh food,” said Jim Lemke,
senior vice president at C.H. Robinson. “The launch of the Robinson Fresh
brand signifies our ability to adapt to the marketplace, raise our visibility,
and market our products while still leveraging all of the services provided by
C.H. Robinson.”

By combining a global network of growers spanning across 36 countries with a
broad portfolio of product offerings that includes exclusive licensed,
proprietary, and private label brands, Robinson Fresh^® continues to meet the
demands of the fresh product market that is growing in terms of size and
complexity.

Robinson Fresh^® is the exclusive marketer of respected consumer brands such
as Mott's^®, Welch's^®, Tropicana^®, Green Giant^® Fresh, and Glory Foods^®.
In addition, Robinson Fresh^® offers Melon Up!^®, Rosemont Farms^®, Happy
Chameleon^®, and Tomorrow’s^® Organics proprietary brands to ensure quality,
increase efficiency, and offer variety to give retail consumers the fresh
options they demand.

“Robinson Fresh will connect our customer’s needs and desires with the
collective expertise of an organization that, for over a century, has
developed unique products by utilizing talent, processes, and technologies
that can improve business outcomes in unexpected ways,” said Lemke. “The
service, value, quality, and innovation customers have come to expect from all
our businesses will continue to grow through Robinson Fresh.”

To complement the new branding, Robinson Fresh^® launched a new website,
www.robinsonfresh.com, which contains downloadable content consisting of
consumer trends, category insights, and market data. As well, Robinson Fresh
will support a LinkedIn page and Twitter feed to promote company messages,
news, and videos in order to provide followers with updated relevant content.

About Robinson Fresh
Robinson Fresh got its start in the produce industry over 100 years ago,
providing fresh fruits and vegetables to the settlers of North America. Today,
Robinson Fresh is one of the largest produce companies in the world and offers
the highest quality products. Robinson Fresh packs in many well-known private
label and consumer brands well as a full line of conventional and organic
produce through a worldwide network of regional and local growers. For more
information about Robinson Fresh, visit http://www.robinsonfresh.com.

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Contact:

Robinson Fresh
Mike Wilken, 952-937-6761
Public Relations Manager
mike.wilken@chrobinson.com
 
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