Hollandia Produce, Carpinteria, Calif., announced plans to re-launch its Grower Pete's and Live Gourmet brands as one congruent new brand—Pete's Living Greens. The migration to one consistent Pete's Living Greens brand across all product lines will address consumer purchase drivers and sow the seeds for innovative new products that will sprout onto the scene as the company expands its retail presence eastward.

As a result, every Pete's Living Greens package will receive a cosmetic makeover featuring newly designed labels and a refreshed logo, along with other branded consumer elements. For instance, Pete's Living Greens organic butter lettuce will come in clear clamshell packaging with a new label and easily identifiable benefits.

"After much time spent listening to our consumers and what they are most attracted to in a brand, we came to the conclusion that our mission and motivation could be better displayed with an easily recognizable name and aesthetic that carries over onto all of our products," says John Cochran, chief executive officer. "While our commitment to quality and providing customers with the freshest, most flavorful greens possible will remain the same, we are excited to communicate our message with a new look."

The current product lineup under the Pete's Living Greens name includes Butter Lettuce, Red Butter Lettuce, Bouquet Lettuce, Upland Cress, Organic Butter Lettuce and Organic Watercress.