C.H. Robinson rebrands its perishables units

   C.H. Robinson has created a new global business brand named Robinson Fresh that brings its logistics and technology solutions around produce under one umbrella.
   “Throughout its history, C.H. Robinson has been firmly rooted in the fresh produce industry,” the company said Wednesday, noting that it was originally founded as a wholesale produce brokerage house in 1905.
   The launch of Robinson Fresh unifies the C.H. Robinson, FoodSource, Rosemont Farms, and Timco Worldwide entities under one global business brand, with significant market share in logistics for asparagus, corn, dry vegetables, greens, melons and tropical products.
   “Robinson Fresh reflects our progress over the past 100 years as a high quality fresh product supplier and provides our customers, growers and employees with an identity closely aligned to fresh food,” said Jim Lemke, senior vice president at C.H. Robinson. “The launch of the Robinson Fresh brand signifies our ability to adapt to the marketplace, raise our visibility, and market our products while still leveraging all of the services provided by C.H. Robinson.”
   Robinson Fresh is the exclusive marketer of consumer brands such as Mott’s, Welch’s, Tropicana, Green Giant Fresh and Glory Foods.