Press Releases
Tree Fruit Agreement Adopts New Logo
2/26/2004
Contact: Marilyn F. Watkins, Reedley, CA, PHONE: (559) 638-8260
contact: Marilyn Dolan phone: (559) 638-8260
Tree Fruit Agreement Adopts New Logo
California Tree Fruit Agreement committees this week approved a new logo for use in the marketing of fresh California peaches, plums and nectarines. The action took place during CTFA's Winter Committee Meetings held February 25 in Visalia. The new logo incorporates a multi-colored characteristic stone-fruit shape and the word "California." The new mark replaces CTFA's old logo, which depicted a tree illuminated with sun rays.
"The new logo is designed specifically to promote California peaches, plums and nectarines and communicates images of sunshine and health that are associated with these fruits," said CTFA President Blair Richardson. "The old logo was somewhat corporate and actually worked to promote the organization rather than the fruit. With this new logo, we want there to be no question that it is associated with California peaches, plums and nectarines. First and foremost, CTFA exists to promote our growers' fruit and is not an organization that promotes itself."
Richardson explained that the new logo is being introduced this coming season and is the defining emblem for CTFA's new marketing focus which emphasizes the premium quality of California tree fruit.
"California is renowned world wide for its premium quality peaches, plums and nectarines," continued Richardson. "This is precisely the image we are projecting with the new logo."
Richardson noted that the word "California" is prominent in the logo and that a warm, yellow glow around both the fruit and letters hints of the California sunshine, while the fruit shape, which is reminiscent of a heart, also promotes the concept of health. Richardson stressed that the emphasis on the word "California" is a key element in promoting the fruits world-wide, where the reputation of California-grown quality is important to communicate.
Richardson noted that the new logo would be used in both trade and consumer marketing efforts and would appear on new point-of-sale materials being developed for the 2004 season. The logo prints in four color, but can also be used in black-and-white. There are also one-color versions that can be used for each of the three fruits individually. CTFA is working with the sticker manufacturers to create a generic PLU sticker that incorporates the stone fruit image from the logo.
To start, the logo image will be printed with the descriptor words "Peaches, Plums, Nectarines," printed in black just below the logo's major elements
Eventually, we expect that the logo will stand on its own without the need for these tag lines," concluded Richardson, adding that it may take some time before the logo is widely recognized. "We are hopeful that the California tree fruit industry will embrace this logo because it presents a resoundingly positive image for the fruits."
The logo was designed by MJR Associates of Fresno, Californa