Hollandia Produce, the Carpinteria, Calif.-based owner of the Pete’s Living Greens brand, is undergoing a brand refresh, including a simplified name and new visual treatment of its packaging.

“We are confident that the move toward the simplified Pete’s name will help to exemplify our maturation as a company along with our future focus on innovation beyond just the living segment of our product portfolio while still staying true to our roots,” says Brian Cook, president. “We want consumers to associate all current and future Pete’s products with the freshest, safest and highest quality greens available because of our hydroponic greenhouse growing methodology.”

The introduction of the simplified Pete’s name will happen concurrently with refreshed packaging due to arrive in stores by March. The packaging’s new look will feature bold and disruptive colors coupled with new communication focusing on usage and nutritional benefits.

“For so long, our communication focus has solely been on the longevity of our butter lettuce and cress varieties given that they are sold with roots in tact for added freshness and quality, and the plan isn’t to change that,” says Corrie Hutchens, senior director of marketing. “Our goal is to build on the communication we’ve already established, given that freshness and longevity don’t mean anything if consumers can’t find our products in store or don’t know how or what to use our products for. Cress, for example, is such an underappreciated green despite being named the No. 1 superfood by the CDC based on its nutrient density score, and can easily be added to a smoothie, salad or as a topping on pizza to get its nutritional benefit, but most consumers might never think about cress this way, so we need to make sure we are helping to educate them.”

The current product lineup under the Pete’s name includes Butter Lettuce, Red Butter Lettuce, Spring Mix and Cress in conventional and organic options.