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A Fresh Take On Food Service


F&S Produce built a business that spans branded and private label/co-manufactured offerings in the pre-cut produce space – the time came to take its brand to the next level.

The team sought to develop a more deliberate approach to defining category and domain expansion plans grounded in consumer preference and connection at shelf. This endeavor also inspired F&S to think differently about how to express itself and define the company’s value moving forward.

Time for a fresh take on success.

Channeling expertise into markets – from small to large.


Finch Brands leveraged the voice of the customer (retailers and consumers) to validate key opportunities and to understand overall drivers of connection. This included studying pre-cut use occasions, gaps in how well the market is served, and the sources of F&S brand equity.

This foundation of insights fueled the rebranding process – leading to evolved name/logo, enhanced Purpose/Mission/Values, progressive brand architecture, and a crisper aesthetic across sales and marketing materials. The core idea – reflected in the subtle name change – is to position F&S around ‘fresh foods’ delivered in an integrated way.

We developed ‘F&S Fresh Foods’ as the corporate brand and recommended taking a house of brands approach from there – enabling Sam’s Fresh Foods and Garden Pure to stand out in their segments. To appeal to specific customer types, we set clear guardrails and strong brand platforms for product brands to meet the needs of target audiences and appeal across buyer profiles.

Brand Messaging

Together, we are redefining the way progress and innovation take root within the industry. Between fueling families with ready-set-go nutrition and packing platefuls of possibilities into at-home menus, consumers are shopping for more than just food – they’re shopping for ideas. Fresh. Convenient. Healthy. Safely prepared and easy to grab. Serving them the best of all worlds requires a partner that’s ready to deliver market-right portions of fresh solutions with the convenience and innovation that busy lives demand.

Brand Innovation

Through research, we identified a need to expand the portfolio beyond private label/co-manufacturing solutions so F&S can get full credit for bringing innovative fresh cut produce to market.

With the Voice of the Company® and the Voice of the Consumer® at the center, we uncovered insights to lay the foundation for a new brand. Consumers are craving combination solutions that offer unique blends and support their desire for easier and faster meal prep. In partnership with F&S, ‘Garden Pure’ was created to further enhance the F&S corporate story and drive the business.

Real-World Results


F&S rolled out their new identity – leaning into “A Fresh Take on Success’ through the company culture, sales materials, and elevated environmental elements at the corporate headquarters.

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