Rio Vista, Calif. – Originally named Rebel Farms, because everyone doubted that Belgian-style endive could be grown successfully in America, California Vegetable Specialties has a new name — California Endive Farms.
Founded in 1983, with just five acres, by Rich Collins and his wife, Shelly, the company is the leading grower of white endive in the U.S., and the largest grower of red endive in the world.
Now entering its 30th season, California Endive Farms is expected to grow 4,500,000-plus pounds of conventional and organic endive this year.
Early on, Rebel Farms became California Endive Company, but in 1987, the decision was made to branch out to several specialty vegetables, including radicchio, puntarelle, pissenlit, tardivo and mache, with the new name California Vegetable Specialties.
“For the last ten years we have grown endive exclusively,” according to Collins. “So we decided it was time to re-brand ourselves to reflect who we truly are, an endive company.”
New Logo
Along with the new name comes a new logo, designed by graphic designer Sandra Murray. The new identity illustrates red and white endive leaves in a contemporary treatment, with brown and green elements echoing the endive growing fields.
“We’re delighted with the new look, says Collins. We’ll be incorporating the new design in all of our packaging, rolling out a new sticker booklet for our retail three-pack this fall.”
In addition, the company recently dedicated a new 20,000-square-foot chicory root cold storage facility next to its grow out operation in Rio Vista, Calif.
Source: California Endive Farms