Shenandoah Valley Organic, Harrisonburg, Va., updated its Farmer Focus brand with a bold new look and packaging technology.

The packaging was designed based on consumer and industry feedback. The vacuum skin pack uses less plastic and offers a 360-degree view of what’s inside. In addition to extended shelf life, the updates offer a recyclable tray with no more absorbent pads to throw in the trash.

“We are constantly striving to innovate and deliver the highest quality and best value organic chicken while encouraging healthy eating and social awareness. This new packaging is another step toward that goal, while also providing benefits to our retail customers,” says Jefferson Heatwole, co-founder and executive vice president of sales and marketing. “Being able to buy chicken from a company that not only embraces the organic standards, but [also] chooses to go above and beyond those standards is of the utmost importance to us because we believe that trust and transparency is just as crucial as the quality of the product.”