Leading international produce company C.H. Robinson has launched a new global business brand Robinson Fresh in an effort to raise visibility for its expertise in fresh produce.

Robinson Fresh aims to offer a clear identity within the industry, unifying the C.H. Robinson, FoodSource, Rosemont Farms, and Timco Worldwide entities under one single brand.

According to C.H. Robinson, the new company is a market share leader in consumer driven categories such as asparagus, corn, dry vegetables, greens, melons, and tropicals.

C.H. Robinson senior vice president Jim Lemke said the creation of this new brand highlights his company's experience with fresh produce, and demonstrates how it can adapt to an ever-changing industry.

"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," Lemke said in a release.

"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."

The new brand combines a broad network of growers spanning across 36 countries who offer a variety of products that include exclusive licensed, proprietary, and private label brands.

In addition, Robinson Fresh is the exclusive marketer of established consumer brands such as Mott's, Welch's, Tropicana, Glory Foods, and Green Giant Fresh. It will also offer Melon Up!, Rosemont Farms, Happy Chameleon, and Tomorrow's Organics brands in order to ensure quality and provide variety for consumers.

"Robinson Fresh will connect our customer's [sic] 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," Lemke said.

"The service, value, quality, and innovation customers have come to expect from all our businesses will continue to grow through Robinson Fresh."

A new website has also been launched, www.robinsonfresh.com, which contains downloadable content of consumer trends, category insights, and market data.

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