New Look for Flavorite
After nearly 30 years, Australian fresh produce company, Flavorite, is set to take on a brand new look.
Part of the Food & Fibre Gippsland member family and winners of our 2019 Gippsland Agribusiness of the Year, Flavorite was founded by Warren Nichol and Mark Millis in the early 1990’s, on a mission to put the flavour back into tomatoes. Soon after they began, their mantra became - “you’ve got to get the flavour -right” - resulting in their brand name Flavorite.
This play on words has stood the test of time and their logo with the iconic little fruiterer and his swag of premium glasshouse produce has delighted consumers all over Australia and overseas.
With the merger of three Flavorite businesses in 2020 and the purchase of the Murphy and Tatura Fresh businesses in 2021, the timing was right to review what the Flavorite brand now stood for. The team engaged a Melbourne based branding agency, The Key Branding, to help walk them through an in-depth brand discovery process.
On top of the existing four production sites across Victoria, there are several capital projects underway that will bring Flavorite’s total growing area to be around 90ha, making it the largest grower of glasshouse produce in Australia. And they’re not stopping there.
Within the next five years, the business plans to have over 120ha of growing area and further diversify its product portfolio as it expands beyond tomatoes, capsicums, cucumbers, blueberries and now snacking varieties of each of those segments.
The updated company logo has a new iconic leaf shape with the hand at the bottom acting as the stem, symbolising Flavorite’s technical growing expertise or “green thumb” which cares for the plant and grows flavoursome fresh produce.
With the new brand, come a new tagline - flavour for life giving a subtle nod to the companies history of putting the flavour back into tomatoes and committing to sustainably growing the most flavoursome and premium produce for generations to come.
Flavorite CEO Mike Nichol unveiled the refreshed brand this week outlining, “this really is an exciting time for our business, the team have created a new and engaging brand platform that will support and drive our aggressive growth plans. Our new company vision puts flavour and sustainability at the heart of what we do and we will continue to lead and innovate in each of these areas.
The rollout of the new brand is well underway, and consumers will start to see the refresh of the companywide packaging to create a greater connection to the Masterbrand, with easy recognition through the use of colour and clear messaging at point of sale.
