Rich, cultivated roots grow deep over time. Firmly grounded, they provide life, reach, and impact—not unlike many of the fresh produce companies fundamental to the success of our industry. Witnessing these organizations transform, adapt, and take on new shapes is one thing, but simultaneously maintaining the integrity of its roots is another triumph entirely.
With four decades of experience maturing into a modern-day leader in the organic food movement, Earthbound Farm is deeply embedded in the fabric of the fresh produce industry. Born in 1984 on a 2.5-acre backyard farm in Carmel Valley, California, it may have been hard to picture what an international brand this company would become in those early years. Rooting deep to strengthen its value to both consumers and retail partners, the company stands in its infinite silhouette to raise the standard across the sector and help consumers define and rediscover their joy in buying, eating, and building a relationship with fresh produce.
As Earthbound Farm celebrates its 40th milestone anniversary as what many would consider one of the original organic salad farmers—I can’t help but feel like I am witnessing something momentous. This is no small feat in an industry burgeoning with innovation, competition, and influence. As part of Taylor Farms, Earthbound Farm’s tradition of organic authenticity, new variety development, and quality is now rooted even deeper, preparing the company for its next evolution in influence, product development, and category leadership.
“The Earthbound Farm story is one of innovation and leadership. Earthbound Farm helped lead the organic food movement and increase access to healthy produce for consumers throughout North America,” T. Bruce Taylor, Vice President of Organics and CEA, Taylor Farms, shares with me. “Today, this pioneering spirit is stronger than ever as our team develops more sustainable packaging formats, invests in innovative farming practices such as regenerative and greenhouse farming, and creates delicious products that increase the consumption of fresh produce. We are honored to be stewards of the Earthbound Farm legacy and we are thrilled at the opportunities before us to continue to grow the fresh produce category.”
To commemorate the anniversary, Earthbound Farm is launching a brand refresh that delivers a fresh, modern look while honoring the brand’s rich heritage and farming roots.
While the company may evolve its look and feel—I could never characterize it as reactionary, and certainly never will. This is all thanks to the Taylor Farms team of trailblazers, lighting the way for fresh salad categories to illuminate the front lines of fresh.
T. Bruce Taylor, Vice President of Organics and CEA; Jenny Panziera, Director of Product, Organic Salad, and Earthbound Farm Brand; Christina Barnard, Director of Marketing; Julio Silva, Product Manager; Ricardo Velez, Director of Operations; and Rebecca Baltazar, Production Manager, are leading the charge and paving a path of excellence from root to table.
“Earthbound Farm’s goal today and every day is to make it a good day on Earth. This four-decade milestone will be hallmarked by new packaging and product offerings that embody the company’s longstanding commitment to sustainable agriculture, sustainable packaging, and providing consumers with the freshest, most flavorful produce options available,” Jenny says.
These commitments have long been a part of Earthbound’s vision, as the company holds true to its cornerstones. Fortified in its mission, these progressive strategies come through in new products that meet a variety of shoppers’ needs. Innovative and sustainable farming practices that are good for the Earth and communities also align with Earthbound’s goals, delivering the freshest, most flavorful produce to more consumers in a manner that nurtures both the planet and our communities.
By bringing its family- and farmer-owned organic farming experience to each of its innovations, the company is also able to focus on its long-term positive influence and stewardship in the communities where it thrives.
“The 40th anniversary will celebrate marketing that builds relationships with consumers and provides packaging and messaging that improves their shopping experience both in-store and on digital shelves,” Christina expresses. “Earthbound Farm is evolving with purpose while staying true to our roots in farming, innovation, and environmental stewardship. Consumers want to know more about the brands making their food and the benefits to them, their family, and the Earth. We will continue to drive the industry forward through strategic decisions with a focus on the consumer at the center.”
As the team and I begin digging into each of these elements individually, I discover the nuts and bolts of the brand investments and how they benefit retail partners and buy-side operators in general.
Let’s begin with sustainable packaging.
“With the brand refresh, we complete our conversion to peel-and-reseal packaging across North America, reducing plastic use by approximately 10 million pounds annually,” Julio details, revealing the intricacies of the process. “These packaging features will include printed lidding film instead of a rigid lid with label and tray with bottom label. With this shift, our packaging will use 34–44 percent less plastic per package than standard clamshells.”
With a tray made with 100 percent recycled plastic and no bottom label, it is also more likely to be recycled through current infrastructure.
Ingenuity will also debut in Earthbound Farm’s new Plant-Based Tray, currently in market testing with a broader launch planned for 2025.
“Today, this pioneering spirit is stronger than ever as our team develops more sustainable packaging formats, invests in innovative farming practices such as regenerative and greenhouse farming, and creates delicious products that increase the consumption of fresh produce.” T. Bruce Taylor, Vice President of Organics and CEA, Taylor Farms
“Made from recycled plant-based fiber, the Earthbound tray is designed to protect the freshness of our produce while using 95 percent less plastic than the standard clamshell package. The tray is both recyclable and biodegradable, which allows necessary choice in a complicated waste management system,” Jenny reveals.
As if those tasks alone couldn’t take up the total bandwidth of a brand refresh, Earthbound is also working toward investments in improved shopability.
“Our clean, modern design creates a sense of place that ties back to our Earthbound Farm Stand while streamlining communication of key claims around organic and health,” Jenny asserts. “With our packaging refresh, we ensure that our communication is clear, concise, and impactful. With QR codes on pack and a series of pictures and videos on e-commerce platforms, we are able to create an immersive shopping experience that educates and inspires consumers in hopes of growing consumption of fresh produce.”
Leave it to the Earthbound team to consider every aspect of the consumer experience. It’s not just elevating its retail partners’ ability to address trends, it’s making it possible to create them. Take these new culinary products, designed to wow from the beginning through its aesthetics all the way down to the last bite. Buy-side operators can expect to shine in the salad destination with five new Organic Avocado Oil Salad Kits. Flavors include smoky Chipotle Ranch, sweet Golden Balsamic, creamy Caesar, indulgent Truffle Caesar, and tangy Apple Cider Crunch.
“Avocado oil is growing in popularity, and consumers are increasingly seeking healthier oils for their salad dressings,” Jenny says. “Each single-serve salad kit includes dressing made with 100 percent organic avocado oil unlike any other salad kits on shelves today. Customers can expect clean-ingredient, nutrient-dense chopped salad bases with colorful vegetables and wholesome toppings, perfect for busy individuals and families alike who are looking for convenient meal options without compromising on taste, value, or nutrition.”
And what fresh produce department does not want to be at the forefront of seasonal specialty blends? Earthbound is responding to the demand for unique creations with the new Limited Harvest Wild Red Arugula offering, bringing a bold peppery flavor with distinct, vibrant red veining. It’s a premium, unique variety exclusive to the Earthbound Farm brand and provides a new experience for arugula lovers. The Limited Harvest Wild Red Arugula will be available at select grocery stores from May through October 2024 and joins the baby red butter and arugula salad as new specialty blends for 2024.
“Earthbound Farm is evolving with purpose while staying true to our roots in farming, innovation, and environmental stewardship.”
Christina Barnard, Director of Marketing, Taylor Farms
To round out the company’s product innovations in 2024, Earthbound will be launching four Bright and Crunchy Salad Blends. These blends leverage peel-and-reseal packaging technology to bring unique flavor and variety combinations to the organic salad set. Think premium baby leaf lettuces combined with colorful fresh-cut vegetables, packed with superfoods, and crunch—all ready to dress, further adding value and convenience to the organic consumer.
To support Earthbound’s evolution and growth across its product lines, the company expanded into locally grown, greenhouse greens in Indiana and Virginia.
“With greenhouse-grown products complementing our existing organic portfolio, Earthbound Farm is able to offer locally grown greens to more consumers than ever before. From both a sustainability and taste perspective, our organic and locally grown product lines complement each other to provide more choices for consumers to grow the salad category,” T. Bruce details.
With all these elements helping to sustain Earthbound’s brand refresh and evolution this year, the company knew it needed one element to truly tie it all together and make its messaging loud and clear. Harnessing enhanced marketing support to amplify its cohesive program, Earthbound will build excitement and momentum around the brand refresh and the anniversary celebration.
“With our national marketing campaign, Today is A Good Day, and best-in-class e-commerce support, the initiative is currently live across social media, connected TV, retailer media channels, and various e-commerce platforms as we seek to increase consumption of the finest quality fresh produce,” Christina shares.
With its sights set high and product prowess drawing this titan of a tree much higher toward the sun, it is no wonder we find such sturdy and enveloping roots holding the giant steady. This may feel like a contradictory image in relation to the 2.5-acre backyard farm in Carmel Valley from which this company sprung. Yet, true to its roots, it remains, reminding us all that we don’t have to give up where we came from to be great. We just bring it along for the ride. 
