Coast Produce is the preeminent leader in procurement, mixing, transportation and retail support on the west coast of the United States. What began 50 years ago as one man’s hard work selling a small truckload of a single item every day, has grown to a $100MM company with 160 employees moving 11 million packages annually. With the produce industry changing with as much speed as ever seen, Coast Produce desired to further shift its business value proposition from wholesaler to service provider and a produce supply chain integrator.
BrandCulture conducted stakeholder, customer and secondary research to help Coast Produce strengthen its value proposition around the access, resources and logistics that the company provides to speed the freshest, highest-quality produce to retailers’ shelves all across the western United States. We worked with Coast Produce to build the new brand promise around the collaborative partnership Coast Produce delivers to its customers with the idea of “Unlocking the Possibilities of Partnership.” We explored opportunities for refreshing the company’s brand identity and built a customer-facing portal that would enable independent grocers the opportunity to make purchases easily online.