Nutiva, a company specializing in plant-based culinary foods such as oils, seeds, protein, MCT oil, baking products, and spreads, recently launched new logos and packaging designed to better reflect the company’s mission in areas of transparency, sustainability, and fair trade operations.
 
The new identity is designed to create visual impact on the shelf, combining distinctive colors and a sun-inspired logo with front-of-pack certification labeling such as USDA Organic, Fair Trade, and Non-GMO to emphasize these key attributes, which often serve as designators of quality to today’s consumer.
 
“We’ve always been passionate and committed to transforming the way the world eats with foods that nurture the body, the planet, and the communities that grow them,” Steven Naccarato, CEO of Nutiva, said. “This evolved branding communicates what makes Nutiva special—an unwavering commitment to bring consumers delicious products of the highest quality, while leaving the world better than we found it. Through extensive consumer research we validated that our new look is eye-catching and memorable, clear in its communication of benefits and preferred by retail customers, loyal consumers, and new shoppers to the brand.”
 
In addition to the revamped packaging, Nutiva’s new Organic C8 MCT Oil, with USDA Organic, Keto, and Whole 30 Certifications to boot, will roll out as well.
 
Supporting Partners
Some of Nutiva’s recent commitments to farmer empowerment, climate action, and food education include support for relief operations in the Bicol region of the Philippines in the aftermath of typhoons and flooding, where Nutiva’s small-scale coconut farming partners are located. Additionally, Nutiva has partnered with farmers in Ethiopia to build a responsible and sustainable supply of organic avocado oil, donating to programs focused on supporting female avocado farmers. The company has dedicated $5.5 million to date for ecosystems and communities they operate in both locally and globally.
 
“Nutiva’s brand’s repurpose is to revolutionize the way the world eats through foods that nurture people and the planet,” Anne Thompson, chief marketing officer at Nutiva, said. “The new brand identity serves to connect consumers more strongly with this mission and our brand belief that a bright future for all is rooted in healthy food. The bright new look and redesigned brand elements include a new logo inspired by the vibrant energy of the sun, with an expressive halo of colors nodding to the range of nourishing products in its portfolio.”
 
Thompson said that combined efforts to transparently communicate and tell a story of sustainability, fair trade, and quality ideally take place across every platform possible for brands with purpose driven messaging today. Nutiva’s packaging, website, and social media platforms combined tell a story of the company’s various missions in these domains. Additionally, the company’s product certifications remain centerfold, as these are key differentiators in transparency.
 
Winning with Purpose
“Our consumers trust our credentials including USDA Certified Organic, Non-GMO Project Verified, Amazon Climate Pledge Friendly and more because we are transparent about our sourcing and gain these certifications through the proper channels. We think it’s important to convey our credentials and sustainability efforts on our packaging in order to engage with the purpose-driven nature of our consumers.”
 
“All the consumer data shows that Millennials and Gen Z shoppers are more concerned about brand values than any other consumer segment,” Thompson continued. “They do their research and are willing to pay more for brands that align with their world view. As these consumer segments grow in buying power, I would imagine that purpose-driven brands will win out. Additionally, with COVID, consumers have returned to cooking more at home, they are taking pride in quality ingredients and putting in more time to explore healthy and tasty foods for their families.”