January 07, 2016
New Green Valley® organic vegetables are a visual feast for Millennial moms, bringing their mission of “Healthy Food for All” to shelves near you
As created by brand agency CBX, the new Green Valley® brand from Salem, Oregon based-Green Valley Foods, LLC brings eye-popping innovation to a category long marked by a sea of sameness on the shelf.
“We threw out the rules for the organic aisle with Green Valley,” said Gregg S. Lipman, CEO and Managing Partner of CBX. “Our beans will come in visually distinct, shelf-stable pouches, as well as in cans. Each package blends tasty photography with hand-written typography and vibrant illustrations. The result is a fresh, farm-to-table brand that intrigues and excites.”
In creating the new brand, which launched in October, CBX designed packages for Green Valley’s full line of organic beans, as well as their canned vegetable and pumpkin offering. Prior to designing the packs, the team surveyed the category and was struck by the visual similarity of many of the leading brands of organic beans, Lipman said. Research, focused on Millennial moms from both coasts, underscored the need for a breakthrough in the category, he added.
“We saw that there was an opportunity here for something innovative and differentiated,” Lipman explained. “The ‘classic’ organic cues were no longer on the menu. We were on a mission to create a vibrant, playful, honest offering that would spark optimism and creativity, catering to today’s busy but conscious consumers.”
The CBX team and Green Valley opted for an entirely new approach to the packaging by introducing a shelf-stable pouch for the bean varieties. “Right away, that signals to the consumer that something is different about this brand,” Lipman said.
Another goal of the brand was to inspire and engage Millennial consumers to enjoy the experience of cooking for themselves and for their kids, using Green Valley’s organic ingredients. “We introduced loose recipe suggestions on the back of the pack to inspire that creative cooking instinct,” Lipman said.
In addition, the CBX team brought the strong brand identity and package design to life digitally by launching the brand across key social media platforms. At welcometogreenvalley.com, users are invited into the thriving, healthy world of Green Valley. The website and social media channels continue to build upon the “Healthy Food for All” platform with chef-created Green Valley product recipes, budget-friendly $10 family meals and information about organic food and farming practices.
“Already, social media results are indicating huge interest with more than 40,000 likes on Facebook,” he reported. “Distribution is set to grow rapidly over the coming months.”
Green Valley believes in giving back, and has partnered with The Food Trust, a non-profit organization that shares a similar mission, to truly bring healthy food to everyone. The partnership will likely include donations and sponsorship of events across the country, Lipman said.
“Increasingly, simply being organic is no longer enough,” he concluded. “Consumers are looking for organic brands that mesh with their lifestyle, as well as their values. Green Valley fits the bill perfectly with a commitment to creative, organic and just plain healthier food for all.”
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Dustin is a purpose-driven strategy and marketing leader with extensive experience building high-performance teams, driving growth, and creating brand value. In his role at CBX, He is dedicated to helping clients maximize the cultural and commercial impact of their brands.