Medrano Produce, a Texas-based family-owned company, is set to unveil a refreshed brand identity at the 2026 Viva Fresh Expo, marking a significant milestone in its long-standing history since its founding in 1979.
The updated look aims to honor the company’s deep roots while presenting a modern identity that reflects its current status as a bespoke quality and dependable partner built on values of integrity and service.
Franco Medrano, Vice President of Sales & Marketing, emphasized that the update encapsulates who they are both as a company and a family, maintaining their foundational values of consistency, accountability, and service.
The brand refresh, which includes updated packaging, a new visual identity, and messaging, will begin rolling out across packaging, sales materials, and digital platforms this spring.
The new brand will be formally introduced at the Viva Fresh Expo from April 16 18, where attendees are invited to visit Medrano Produce at Booth #801 to experience the new look and meet the team behind it.
- Medrano Produce reveals updated brand identity at 2026 Viva Fresh Expo.
- The refresh honors company roots while showcasing a modern identity.
- Values of integrity, consistency, and service emphasized by VP Franco Medrano.
- New branding includes updated packaging and digital platforms rollout this spring.
- Expo attendees invited to visit Booth #801 for brand introduction.
Despite the evolution in appearance, Medrano Produce assures that the company’s foundation remains unchanged, continuing its more than four-decade tradition of building business on relationships and a hands-on approach to service.
Franco Medrano remarked that having their name on every bag signifies their commitment and responsibility to the people they serve, embodying the Medrano family’s legacy and their dedication to customers across retail and foodservice sectors.
