BrightFarms recently debuted its new packaging and rebrand, spotlighting the benefits of greenhouse-grown greens as the category continues to build.
With a new visual identity, brighter colors and updated product names, BrightFarms is working on making it easier for shoppers to identify its pesticide-free salads on shelves. The rebrand follows a milestone year for the company, which opened three state-of-the-art greenhouse hubs in Illinois, Texas and Georgia — expanding accessibility of its fresh, locally grown greens to two-thirds of the U.S. population, according to the company.
“The greenhouse-grown category is truly flourishing, with consumers understanding and searching for them more than ever,” said Abby Prior, CCO at Cox Farms (BrightFarms is a Cox Farms brand). “In fact, we’ve seen the greens segment alone has grown over 30% in the last year. This rebrand marks a significant step forward as we evolve to meet the expectations of today’s consumers and retailers. What ‘greenhouse-grown’ meant five years ago isn’t what it means today — consumers now care more than ever about freshness, value, shelf life and about how their produce is grown. Our updated brand reflects those priorities, helping to drive more value across the category.”
BrightFarms’ new packaging aims to better educate consumers about the benefits of its indoor-grown produce. It features consumer priorities like “Pesticide-Free,” “Guaranteed Fresh” and “Responsible Produce,” alongside the brand’s tagline: “Salad Done Bright.”
As part of the revamp, BrightFarms has also renamed its signature varieties: Sunny Crunch becomes Crunchy Green Leaf, and Harvest Crunch becomes Green & Red Leaf — a move that highlights the crunch and freshness found in every bite.
“Our new look stays true to our core values and bold personality, while delivering a fresh, elevated experience,” said Jessica Soare, vice president of marketing. “We’ve always said our lettuce is exceptional — and now, our packaging reflects that. With bright colors and our greens front, center and more visible than ever, the new look puts our freshness on display, making it easier for shoppers to see and experience the difference.”