North Bay rebranding with fresh new look

North Bay Produce announced a comprehensive rebrand. At the core of the rebrand is the farmer, a symbol that represents North Bay’s commitment to connection, cooperation and global reach. The farmers are not just the foundation of North Bay’s business — they are the business. As a global cooperative, owned by the very farmers who cultivate their renowned produce, they aim to create meaningful connections between consumers and the people who feed their families and the world.

In a transformative move and to help better tell its story, North Bay has integrated an innovative augmented reality (AR) experience into the new packaging. The brand reveal will be launched at the Fruit Logistica Trade Show in Berlin.

“Our farmers’ dedication and work ethic are the driving forces behind North Bay’s sustained success since 1984,” said Brian Klumpp, director of marketing at North Bay Produce. “By focusing on varietal development and expanding our global farmer-owner portfolio, we continue to elevate our performance and share the compelling stories of our farmer-owners.”

North Bay’s new branding takes storytelling to the next level with AR labels. These dynamic labels bring the North Bay farmer to life, guiding viewers through a 3D farm diorama and sharing the stories behind the farms. This innovative approach highlights North Bay’s global cooperative network, emphasizing how collaboration maximizes technology and resources for consumer benefit.  

Nick Osmulski, North Bay’s president, said, “This AR technology gives us an avenue to tell a story and connect the consumer to where their fruits and vegetables are being grown, how they’re being grown, and new and exciting varieties being grown. This is something that retailers have been asking for, and we’re excited to bring this new storytelling opportunity to our customers’ produce departments for the consumers.”

North Bay’s commitment to quality is evident in its dedicated varietal development, ensuring the produce not only looks and tastes exceptional but also lasts longer. Its sustainable farming practices, rooted in generations of experience, reflect its dedication to caring for the earth and delivering healthy, flavorful produce for future generations.

The farmer in North Bay’s new logo is a timeless, universal figure, representing North Bay’s diverse men and women farmers from every era and corner of the globe. This icon stands for the values the company holds dear: being relatable, local, timeless, trustworthy, sustainable, and committed to farm-to-table excellence.

The rebrand was created in partnership with Veritiv’s internal specialized branding and design agency, Vine. Klumpp said, “We are tremendously proud of this work.  A great deal of planning and thought went into all elements of this project, and we thank the Veritiv team and their design group, Vine.  They have been outstanding partners to us, and as this rebrand unfolds, all will see why we are so pleased.”

”The essence of North Bay is its people,” Osmulski said. “Between the great group of farmers that make up North Bay and the team of employees around the world, it’s truly an amazing group of people working together every day that drives the success of the company.”

“North Bay is thriving, and this moment gives us the opportunity to emphasize what’s behind that success—our people,” Klumpp added. “While we’ve long been a quiet and humble company, we now embrace the chance to modestly yet clearly share why our story is worth knowing.”   

For more information on North Bay Produce and its rebrand, visit the company at Hall A Stand A09 at the Fruit Logistica Trade Show in Berlin.