Fresh Attitude unveils its new brand identity and celebrates its field-to-plate expertise

Fresh Attitude is proud to unveil its new brand identity, an evolution that celebrates its field-to-plate expertise and its commitment to providing carefully grown, fresh vegetables to North American consumers.

For nearly 70 years, Fresh Attitude has supported families in their everyday lives with high-quality fresh produce. Today, the brand is evolving its identity to better reflect its agricultural roots, expertise, and the values that have guided it from the very beginning.

This new identity includes a modernized logo, redesigned packaging, and a refreshed brand platform. More expressive, contemporary, and distinctive, it was developed to strengthen the brand’s presence, improve product visibility in stores, and create a more engaging experience for consumers.

Designed as a celebration of its journey, this evolution highlights the unique connection between Fresh Attitude and the agricultural world. It pays tribute to decades of expertise in fresh vegetables and to the passion of the teams who work every day to bring quality products from the fields to consumers’ tables.

Guided by the signature “Field grown year-round” this new identity reflects an ongoing commitment to responsible agriculture, rooted in respect for the soil, the seasons, and sustainable growing practices.

The rollout of the new identity will take place gradually across all brand touchpoints, including product packaging. More than a visual refresh, this evolution aims to express Fresh Attitude’s identity more clearly and authentically.

Fresh Attitude offers a complete range of products designed to meet everyday needs, including pre-washed lettuces, ready-to-serve salads, and a variety of fresh vegetables such as carrots, onions, and shallots.

This evolution marks a new chapter in the history of Fresh Attitude and reaffirms its mission: to make fresh vegetables easy to enjoy every day and help everyone savor the very best the earth has to offer.