CALIFORNIA - Life isn’t all about aesthetics—but a new look can certainly lead to boosted brand recognition. As it meets bustling holiday demand with its inventive Fugly Fruit brand, Volcano Produce recently unveiled a total rebrand and a new website just in time for the seasonal rush.

“It is so cool to see this new brand look. There is no way we could wait to open it,” said Toni Rodosta, Chief Executive Officer and Founder, of the refreshed look for the company. “Our new logo and website better reflect how our heart and spirit are involved with everything we do. Even the website has a volcano erupting with hearts. We live the Aloha spirit, and it shows as we interact with our farmers, customers, and each other.”

Volcano Produce was founded by Rodosta in 2004, along with the Fugly Fruit brand. Rodosta grew up in a produce family where she observed her father build his career in the industry, inspiring her own dream to start a produce company.

As noted in a press release, the year-round shipper has established an extensive line of fruits and vegetables poised to support local, regional, and national retailers’ fresh categories. The company places an emphasis on innovations like sustainability, earth-friendly packaging, and specialty-crop consumer education tools to maintain its growth and success while staying true to its commitment to building consumer trust and confidence by reliably providing nutritious food products and ingredients.

“We can’t wait to share our Fugly Fruit with the world,” Rodosta added. “The brand was developed and trademarked as a specialty educational tool to help consumers understand that some really great fruit may shrivel like our passion fruit friends, but that’s the best time to eat them.”

Christmas carols and increased register rings are the songs of the season, so discover more ways to tap into the opportunity with us at ANUK.

Volcano Produce