WP Rawl Launches Rebranding of Flagship Value-Added Brand; Ashley Rawl Comments
PELION, SC—WP Rawl announced a significant rebranding of its flagship value-added brand from Nature's Greens® to WP Rawl Farms®. The decision was made to improve brand recognition across its product lines, aiming to better connect the brand with the farm by adding “Farms” to the brand name.
“As we approach our 100-year anniversary, we reflect on our rich heritage and the journey that shaped us. For the past 17 years, we have grown to love our Nature’s Greens brand, but as we honor our legacy, we are proud to bring the WP Rawl name back to the forefront,” said Ashley Rawl, Vice President of Sales, Marketing, and Product Development. “WP Rawl has always stood for quality, reliability, and freshness. We're excited to reintroduce our name on our packaging, representing the trust and value we've built over a century through vertical integration, food safety, and our commitment to innovation and sustainability.”
This transition is a major milestone for the company as it returns to its roots, building on the legacy established in 1925 by founders Walter and Ernestine Rawl.
Adopting the WP Rawl name front and center keeps the company true to its legacy while also creating a more unified brand identity. The company’s vertical integration brings value and helps maintain reliability and consistency, and as a press release added, its focus on innovation and sustainability shows WP Rawl Farms' dedication to responsible farming and continuous improvement.
Throughout the design process for the new look, the company performed consumer research to determine appeal, purchase intent, and shelf impact. According to the findings, nine out of 10 consumers stated that the new packaging attributes fit with the brand, had an appealing color scheme, and looked high quality.
The new packaging is slated to roll out during the final quarter of 2024, with full product availability on shelves by January 2025.
The company will debut the new packaging at the upcoming IFPA Global Produce & Floral Show in Atlanta. Go visit the team at booth #B2153!
