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When critical matters arise that impact the global fresh produce and floral supply chain, the International Fresh Produce Association is the organization you want at the table to help influence and advocate for positive change.

In 2021, the two largest fresh produce and floral associations, Produce Marketing Association (PMA) and United Fresh Produce Association (UFPA), joined forces to form a single, greater global organization to better serve their industry.

Our challenge was to establish a holistic brand vision including a shared purpose, narrative, name, and identity that could position the new organization as a key leader in their industry and inspire employees and members. Through deep collaboration with each CEO and key stakeholders, we leveraged the gravitas of both companies to create a brand that could help move industry policies forward for the progress of all.

Solving for climate change, food security, supply chain management, and the advancement of technologies in their space were amongst the long list of PMA’s and UFPA’s responsibilities. Given their similar missions and impact on the world, it was clear to both organizations that they could better serve on a global scale if they unified their brands.

In developing this single brand, we would need to relate to existing and prospective members such as growers, producers, distributors, and retailers, but also to the broader world including policy makers, the media, and other international associations.

Trust is what unlocked the magic these two organizations had within themselves as they embarked on unifying their organizations. It was the guiding light for PMA, UFPA, and Clarkmcdowall as we worked together seamlessly to create the future vision and identity.

They knew they needed to make big strategic shifts. These shifts laid the foundation for an inspirational vision, articulating who they are, what they do, and how they do it. They are a bold, provocative leader, a leader that doesn’t hesitate to do the right thing and take action by advocating for their industry while still promoting a family-oriented culture that cares deeply for their people. They grow prosperity for the world of fruit, vegetable, and floral through decisive action driven by deep understanding, which gives them clout to advocate for, connect, and guide their industry intelligently.

Their brand character, defined as “the impactful champion” became the bridge from vision to visual and verbal expression. We needed to define a system that would work equally for both industries, produce and floral, and ensure the legacy of both organizations remained in the new visual identity. This led us to the creative concept—the seed—which is the cornerstone of the visual identity system and represents the foundation from which all living things grow and thrive. Grounded in this notion, we selected bold design elements with movement to represent their intent to have a bold impact on their industry, to strike a balance with their human side, and to show authenticity with their audiences. Visuals are rooted in revealing natural beauty, whether an up-close focus on an end product, or the overhead geometry of a tilled field. Bringing it all together was the new name for the organization. We arrived at the International Fresh Produce Association to embody a sense of gravitas for their new, unified organization.

Like any new corporate identity, they needed to consider their brand architecture and implications for branding. The vision and expression we established enables the brand to manifest around a complex brand world. With strength in flexibility, the new identity expands and contracts, working across an array of different events, products, digital experiences, content, and more while still feeling like a familial, unified brand.

As we reflect on our work with the International Fresh Produce Association, we are reminded of the incredible partnership and relationships built. We put our heads together, uncovered who they were as individual brands, and who they were meant to be as one organization.

Actioning on the desire to lean into what was working, and abandon what wasn’t, is what made this brand creation successful. By architecting and rationalizing brand complexities, we were able to focus on what mattered most, leaving Fresh Produce with one organization that bolsters a clear purpose and rallies its audiences toward a greater common cause. Now, as they move forward, the Fresh Produce brand is on a sound, focused path toward being the eyes, ears, and voice for their brand and their audience on a global scale.