Ruby Robinson, Buffalo Grove, Ill., announced an official rebrand, effective Sept. 20, becoming The Ruby Co. Specializing in the sales and distribution of potatoes and onions, Ruby Robinson has since evolved to a full line supplier of nearly all fresh commodities servicing customers nationwide.
“We took this opportunity to rethink not only our name, but [also] our entire brand. We are proud to be ahead of the curve in a rapidly evolving industry. Our new brand identity as The Ruby Co. will now exemplify just how far the business has come,” says David Cohen, president and CEO.
The comprehensive rebrand elevates the focus on the customer and the value The Ruby Co. provides.
“We are very excited to launch the new brand externally. Our goal is to not only modernize the business, but mainly celebrate the newfound culture and personality driven mainly by rapid growth, new leadership and our incredible employees—the driving force of the organization. The core business, service and values that we all embody will remain the same. Our unwavering dedication to our customers and grower-shipper network will not only maintain course, but rather further develop and strengthen as the business continues to evolve,” Cohen adds.
“The rebrand hopes to help facilitate continued growth and diversification,” says Jeff Weisman, senior vice president. “Steadfast reliability and genuine partnership help us disrupt an industry crowded with smoke-and-mirrors tactics. We believe in an ethical and transparent business model in which we have skin in the game, investing not only in our team and capabilities, but [also] in the relationships we build with our customers and growers. For us, this isn’t just a job, it’s a mission. We do ‘Whatever It Takes’ to deliver on our promise, no matter what.”
“Whatever It Takes” applies consistently throughout the brand as a benchmark for who The Ruby Co. is and what it stands for.
“It’s a rallying cry for internal teams, an authentic expression of our voice and a creative theme reflecting what sets us apart in our industry,” says Josh Wolff, director of growth and strategy. “This brand promise is an aspirational beacon. Our north star pointing the way to who we want to be for our customers and growers. It makes us a business of action and an essential partner in the produce pipeline. It’s not just about working hard, everyone does that. It’s going out of our way never to let our partners down, no matter how tough the challenge.”
The rebranding included a top-to-bottom redesign of the company’s’ website, logo, graphics, communications and general correspondence.