Riverford new branding van

Riverford Organic Farms has been overhauled with a new look alongside a slight name change that sees ‘Farms’ replaced with ‘Farmers’.

The revamp, rolling out across the veg box company’s packaging and van fleet from this Monday (18 April), features a new ‘Live Life on the Veg’ strapline that is introduced alongside ‘more vibrant’ veg paintings and illustrations, with a focus on a distinctive new black carrot logo.

In development for 18 months, the rebrand had been designed to put Riverford’s “authority about veg” back at the heart of the business, said brand & customer director Rachel Watson, adding the name change had been introduced to “celebrate that we are an independent, personal business and farmers at heart”.

“If someone’s looking for veg, we want them to think ‘Riverford and our new veg-focused look will help us reach like-minded people’,” said Watson.

Devon-based Riverford was founded in 1987 and claims to be one of the first veg box schemes in the UK. Since then it has grown its portfolio to include meat, dairy and store cupboard staples, always sticking to its policy of supporting small-scale family farms wherever possible.