organic and fair trade sweeteners company changes its name to wholesome, a concept that carries through to its new package graphics.by anne marie mohan, senior editor, packaging worldwholesome changes its packaging graphicsenlargewholesome sweeteners, a leading u.s. brand of organic, fair trade, and nongmo sugars and sweeteners, has a new name and a new look. now known as wholesome, the new brand will debut in early march. in addition to unveiling its new look, the company will reveal its latest items like organic coconut palm syrup in a 12oz recyclable bottle, and a larger 24oz bottle of its organic honey.says wholesome, the company is staying true to its organic and fair trade roots and will still sell its same beloved line of gourmet sugars, syrups, molasses, stevia, and honeys, but with a different look. the wholesome logo and packaging incorporate a bright variety of colors, playful fonts, and baking icons and quite literally lead with the heart. not only is there a heart on the front of each item, but its packaging speaks about the love, care and consideration that was put into creating each product, wholesome says. the focus is on the satisfaction of the consumer, the well being of the farmer who nurtured the product, and maintaining the health of its natural environment.&ldquowholesome is the way we feel about our products, our farmers, and our customers,&rdquo says nigel willerton, wholesome ceo. &ldquoit encapsulates our organic and social mission and how much everyone in the company cares about delivering the besttasting, highestquality products possible. 
