J&D Produce, a company dedicated to providing nutritious fruits and vegetables along with superior service, will now operate under the name Little Bear Produce.

To ensure brand cohesion and consistent messaging across the board, J&D Produce made the decision this year to operate as Little Bear Produce since most of the industry is already familiar with the name. As the company continues to grow and evolve, this rename will help streamline marketing efforts and messaging to both customers and consumers.

Along with the name change, the original Little Bear Produce label will receive a refresh that includes subtle color and design changes.  Customers can expect to see the logo refresh this fall on packaging materials, the website, social media and more.

“For the first 35 years of the company’s life, mom and dad, the J and the D, developed and nurtured a label that has become synonymous with quality and service throughout our industry,” said James Bassetti, COO of Little Bear Produce. “The Little Bear brand represents the legacy and teachings of my parents’ parents that have become our essential core values and guiding principles. We are very excited of what is on the horizon and we felt now was the perfect time for the brand to be the focal point of that next chapter in our company’s evolution.”

With this transition, Little Bear Produce is launching its business into the future with full intention to move the industry forward using innovation, customer insight and sustainability.

“This strategic change will help the company to continue to evolve and adapt to changing customer needs,” said Bassetti. “We want our customers to know we will remain a best in class organization for the next 35 years and beyond.”