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B.C. apple marketer polishes brand

British Columbia apple marketer B.C. Tree Fruits is introducing a new label and identity program for its marketing and packaging. 

A refreshed logo, a stylized red BC inside a green leaf, will appear on all packaging and marketing materials. The wording in the logo will also now state “BC Tree Fruits” rather than “B.C. Brand.”

The change is in response to research that found consumers thought that the B.C. leaf logo indicated the origin of the fruit rather than a specific brand. A new tag line is also being introduced: “Way more delicious.”

The brand will start to appear on store shelves in supermarkets mid-November.

Founded in 1936, B.C. Tree Fruits is a co-op that represents 800 fruit growers in B.C. It claims to be the largest marketer of apples in the province. In addition to the new branding, B.C. Tree Fruits has also launched a new website at www.bctree.com

“The new look of the B.C. Tree Fruits brand truly reflects [our] history, the premium nature of our apples compared to others in the marketplace, and the values of our company,” says Adrian Abbott, director of marketing at B.C. Tree Fruits.

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