GHQ FOCUS ON FRESH
Officials for Columbia Marketing International are “jazzed” about
this year’s PMA Fresh Summit. Not only will the company
debut its new booth, complete with a private conference room,
it will also unveil new branding for the company, which recently
changed its name to CMI Orchards. Officials say the name
change from Columbia Marketing International to CMI Orchards
creates a focal point for customers and consumers, as orchards
are the “core” of the company’s operations.
Steve Lutz, vice president of marketing for the Wenatchee,
Wash.-based company, says a national consumer research study
was conducted to ensure that the new name, logo and colors
would resonate with shoppers. “We know from the success we’ve
had with our Daisy Girl and Ambrosia packaging that con-
sumers actively respond to colors and key words. A big part of
incorporating ‘orchards’ in our new name is to transport consum-
ers directly into the core of our operation.”
Lutz says the 2016 apple crop looks “terrific.” CMI Orchards is up
20 percent from the shorter crop last year, and its organics are up
by nearly 70 percent. “The fruit quality looks outstanding,” Lutz
says. “Temperatures have been moderate through the growing
season, which usually yield great color and great flavor.”
CMI focuses on the best genetics for well-known apples like
Gala, Fuji and Honeycrisp. “We have the strongest line up in the
industry of proprietary branded apples including Ambrosia, KIKU,
Kanzi, Envy, Jazz, Pacific Rose and RosaLynn,” Lutz adds.
The company’s variety of pears include Red D’Anjou, D’Anjou,
Bosc, Bartlett, Comice, Concorde, Asian, Forelle and Seckel.
Additionally, CMI offers apricots, Rainier cherries and red cherries.
“We’re completely jazzed about our new branding and new
booth,” says Lutz. “For many customers, this will be the first
opportunity for them to see our new branding. We’ve also been
working on creating a new booth for three years, and this year it
finally will come to life. We invite all of our retail customers to stop
in to visit our new brand and new booth. We’ll have mass displays
of all of our major apple and pear varieties, packaging and display
units. We think it will be the highlight of the 2016 PMA show.”
WHAT’S IN A NAME?