Coastline Produce is introducing a new packaging design with black and gold inks and a new icon called the Tree of Life.
"The point of it was really to clean up the package," said Phil Adrian, vice president and co-owner at Salinas, Calif.-based Coastline. "The last time we had a package update was when country of origin labeling was top of mind. Growers were asked to get as much information - origin, nutrition - on the package as they could. There was a lot of ink on the product and you couldn't see it as clearly as you can now."
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"The consumer buys with their eyes," he said. "The trend is that retailers want to show more product and we said OK. It's a clean, open, high-end look."
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The Tree of Life icon signifies nutritional value. The redesign comes as Coastline launches a second phase of expanding distribution in eastern states.
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Coastline, founded in 1991, grows more than 14,000 acres of row crops in California, Arizona and Mexico.
