Florida’s Natural® Brand Packaging: A Brand Trend Watch

Trend Watch on December 1st, 2009 Comments Off on Florida’s Natural® Brand Packaging: A Brand Trend Watch

About Made in USA Brand: All Made in USA Brand licensees meet accreditation standards through self-certification. Made in USA Brand does not verify members’ U.S. origin claims. (Florida’s Natural® Brand is not a Made in USA Brand licensee.)


Florida’s Natural® Brand is using their real estate on their packaging to tell their brand story. One package’s headline reads: We can tell you where our orange juice comes from. In fact, we can tell you who it comes from. The package features four photos of actual growers with a caption of their name(s). Another package utilizing Florida’s Natural® Brand’s brand story uses the simple headline: Thank you. The copy is a personalized note from Edwin Friedlander: As a second generation grower with Florida Natural co-op, I sincerely thank you for buying juice that isn’t imported. Because of your continued support, I’m able to continue a way of life that was passed down from my father. I hope you get as much enjoyment drinking juice made form Florida oranges as I get from growing them. Sincerely, Edwin Friedlander. Two photos of Edwin are shown. Both packages close with: Unlike other major brands’ orange juice, this juice is never Imported. Florida’s Natural®. From Florida and only Florida.


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