Each year, prior to, during, and after Fresh Summit, companies take advantage of the public relations opportunity to announce company news in order to make as much of an impact during this heightened time for fresh produce industry. One of the ways we’ve seen brands capitalize this year is by launching newly designed websites to showcase their commitment to their buyers and consumers by creating a visually appealing, easy-to-navigate site where they can drive traffic for the brand.

Here are some of the brands that blew us away with their new website launches:

Duda Farm Fresh Foods

The consumer-facing Dandy Celery brand now lives as the face of the company’s website, with highly graphic visual content, intended to inspire consumption of Dandy products and encourage engagement with the brand across digital platforms.
                         Courtesy of Duda Farm Fresh Foods

“We knew that this time of year was perfect for launching our new website because it meant having another layer of consumer marketing to talk about with our buyers who appreciate that we’re making it easy for shoppers to engage with us,” said Nichole Towell of Duda Farm Fresh Foods. “One of the most exciting things to elevate was our website’s new product locator which gives us real-time data to share with our customers about where people are searching for Dandy products throughout the country.”

LGS Specialty Sales

LGS Specialty Sales announced the launch of their new website, updated with gorgeous photography and bright colors to tell the story of their newly branded Darling Clementines and Suavo Avocados.

                         Courtesy of LGS Specialty Sales

“With the recent rebranding of our Darling Clementine and Suavo Avocado brands, we knew it was the best time to also update our presence online with our website,” said Rebekah McMurrain of LGS Specialty Sales. “We know our consumers are visiting our website as a first line of defense when getting to know our brand, so being able to share this site with our buyers at the show helped us tell the story of how our marketing is inclusive of our consumers’ needs.”

Misionero

While this website is still under construction, the brand did an excellent job teasing its launch, along with an overall brand refresh and new packaging design prior to the show. Misionero ended their press release with a “stay tuned for our website” call to action that we feel was well positioned for anticipation leading into the show.

                                Courtesy of Misionero 

The following websites are also noteable mentions, and utilized trade media during and throughout the show to encourage guests to stop by their booths:

Crunch Time’s SnapDragon Apple Website

We love Crunch Time’s use simple and clean design, with fun and energetic messaging around the new apple variety. It’s hard not to be inspired by this website!

                                Courtesy of Snap Dragon

California Giant Berry Farms’ Trade Website

California Giant’s focus on highly visual infographics speaks directly to the needs of their trade audience, including regional data, consumer trends, and more.

                                   Courtesy of California Giant Berry Farms

West Pak

We love West Pak’s use of video content and clear, easy-to-digest sections throughout the homepage of this site as a way to easily engage with the brand.

                       Courtest of West Pak 

The question we have to ask as marketers is – was the launch of a new website and publicity around it affective leading into and after the show? Based on our conversations with both the trade publications and brands who took advantage – we say yes! We know that trade media like And Now U Know sees significant increase in traffic prior to, and immediately following a major show like Fresh Summit, which should result in a spike in web traffic for companies who are utilizing public relations like these brands did. And at the very least, we expect that these brands were able to use their website launches as leverage in their conversations with buyers to showcase a commitment to the consumer by being relevant and available where they are searching.

Did we miss anyone? Comment below if your company recently launched a website prior to Fresh Summit and how it impacted your discussions on the show floor – we’d love to know!

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