PMA Rebranding and Membership
PMA (now the International Fresh Produce Association as of 2022), while the largest association in the produce industry, had been regarded as old, stodgy and not connected with the times. The task was to rebrand them, showing their membership a fresh look and a commitment to change. The updated branding was promoted as part of a new Membership campaign as well as in internal materials, style guides, trade show presence, collateral, online materials etc. PMA also launched Xchange, their new social networking space for the produce industry and an app/social media icon
was designed. The biggest accolade received was when one of the big produce players,
Dole, commented at their brand launch that PMA “had finally grown up.”
was designed. The biggest accolade received was when one of the big produce players,
Dole, commented at their brand launch that PMA “had finally grown up.”
