F&S Brand Book

Together, we’re supplying a fresh take on success.

We’re not just growing—we’re growing the future of fresh foods.

WE ARE GROWING THE FUTURE.

Together, we are redefining the way progress and innovation take root within this industry.

Between fueling families with ready-set-go nutrition and packing platefuls of possibilities into at-home menus, consumers are shopping for more than just food—they’re shopping for ideas. Fresh. Convenient. Healthy. Safely prepared and easy to grab. Serving them the best of all worlds requires a partner that’s ready to deliver market-right portions of fresh solutions with the convenience and innovation that busy lives demand.

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We are ready to innovate & prepared to deliver.

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Consumers and industry partners are asking for fresh ideas, fresh perspective, fresh thinking— and more fresh produce than ever—and we’re here to answer that call. With generations of expertise on our side, we know what it takes to accelerate produce purchasing, and we deliver with quality that wows, safety that inspires confidence, and supply chain capabilities that keep products moving seamlessly and successfully from farm to family.

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You play an active role in the power of our brand.

Like people, brands have unique personalities.

Each time someone interacts with you as a member of F&S, you provide them with an opportunity to get to know our brand. A brand is an experience, and it’s our duty to make sure ours is a positive one for our customers, our business partners, our fellow colleagues, and everyone in between.

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TOGETHER, WE ARE CREATING A HEALTHIER FUTURE.

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Our evolved logo reflects our position as an industry leader.

NEW LOGO

People who interact with us and know us, refer to us as “F&S” rather than “Freshness & Safety”.

Our full name underscores our initials, and our embedded icon represents the fresh foods we produce. By incorporating our product directly into our mark, we position ourselves as an indispensable resource with unmistakable industry authority.

LEGACY LOGO

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OUR PURPOSE INSPIRES US.

O U R M I SS I O N F O C U S E S U S .

We prepare every family for a fresh, healthy lifestyle.

Through fresh innovation, deep relationships, and integrated operational excellence, F&S Fresh Foods delivers an unparalleled customer experience and improves consumers’ lives from farm to family.

Why do we need a purpose?

Our purpose guides our goals for the long term. It is our North Star. It shows what we are working toward when we think about the big picture. It shapes the future of our company.

Why does our mission matter?

Our mission keeps us focused on the specific ways we can achieve our vision for the near future of our brand. We use our mission as a guide for day-to-day decision-making.

OUR VALUES KEEP US FRESH.

Our core values keep us aligned.

Everything we do starts with our values. These are the beliefs that we share and that strengthen our team.

Our values shape our thoughts and actions every day.

F R E S H

Find the most positive path.

Respond swiftly, accurately, and nimbly.

Earn trust by sharing, helping, and keeping promises.

Serve up safety.

Have each other’s backs.

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We supply one solid pathway to success.

From farm to family, we operate from a position of industry strength because our capabilities stack vertically and seamlessly into one unified service experience.

Our insights drive market-right solutions.

With a vibrant approach to R&D, we deep-dive into consumer needs and market challenges so we can offer on-target products that inspire, motivate, and drive purchases.

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NOW FOR A FRESH TAKE ON SUCCESS. Convenient. Healthy. Safely prepared snacks.

Easy-to-grab ingredients. With industry expertise, full command of our supply chain, and a passion for consumer-focused insights, F&S brings true thought leadership to the counter. Quality that wows. Safety that inspires confidence. Full supply chain capabilities. F&S Fresh Foods does more than make the cut—we make sure you are always prepared for success.

F&S Produce Company, Inc. 500 West Elmer Road Vineland, NJ 08360 800-886-3316