New logo adopted for California Tree Fruit

Rural Cooperatives, May-June, 2004 by Dan Campbell

The California Tree Fruit Agreement (CTFA) has approved a new logo for use in the marketing of fresh California peaches, plums and nectarines. "The new logo is designed specifically to promote California peaches, plums and nectarines and communicates images of sunshine and health that are associated with these fruits," said CTFA President Blair Richardson. He said the old logo--which depicted a tree illuminated with sun rays--seemed to work better at promoting the organization rather than the fruit.

"First and foremost, CTFA exists to promote our growers' fruit and is not an organization that promotes itself," Richardson said. He noted that the new logo will be used in both trade and consumer marketing efforts and will appear on new point-of-sale materials being developed for the 2004 season. Initially, the logo will be printed with the words "peaches, plums, nectarines." "Eventually, we expect that the logo will stand on its own without the need for these tag lines," Richardson said.

dan.campbell@USDA.gov