Brand Tone

Traditional & Heritage-Rich, Quality-Focused & Premium, Warm & Gift-Oriented, Nature-Connected & Authentic, Appreciative & Customer-Centric (aspirational)

Brand Values

• •Quality
• •Heritage & Tradition
• •Customer Satisfaction
• •Generosity & Celebration
• •Natural Purity
• •Sustainability

Best Practices

• •Emphasize Heritage and Story: Regularly weave in the company's long history, family ownership, and connection to their specific orchards in the Hood River Valley. This reinforces tradition and authenticity.
• •Use Quality-Descriptive Language: Incorporate words that convey premium attributes, such as "handpicked," "artisanal," "gourmet," "peak ripeness," "sun-ripened," and "finest quality."
• •Focus on the Gifting Experience: Frame product descriptions and marketing messages around the joy of giving and receiving, highlighting how the products help celebrate special moments and convey care.
• •Maintain a Warm and Inviting Voice: Use welcoming, friendly, and slightly formal language that reflects a company proud of its legacy but eager to share its bounty. Avoid overly casual slang or overly corporate jargon.
• •Be Authentic and Transparent: While highlighting the ideal, acknowledge the natural aspect of fruit. In customer communications, ensure the tone remains helpful and committed to the satisfaction guarantee, especially when addressing concerns.

Social Perception

Many customers view them as a reliable source for high-quality, attractive fruit and gourmet gift baskets, ideal for special occasions. They are seen as a premium brand with a strong heritage. The connection to their own orchards and long history adds to their credibility for some.

Copy Examples

• •Headline: A Legacy of Freshness, Shared with You. Body: Since 1942, our family has handpicked the finest fruits from our Hood River Valley orchards, crafting gifts that deliver nature's best. Taste the tradition in every bite.
• •Headline: More Than a Gift, It's a Grove of Goodness. Body: Each Fruit Company basket is a celebration, brimming with sun-ripened fruit and artisanal treats. Share the unmatched quality and heartfelt joy that only generations of care can cultivate.
• •Headline: From Our Orchards to Their Heart. Body: Experience the difference heritage makes. Our premium fruit gifts, nurtured in volcanic soil and picked at peak perfection, are a timeless way to show you care.
• •Headline: The Sweetest Traditions Start Here. Body: For birthdays, thank yous, or just because – The Fruit Company delivers an abundance of flavor and the warmth of a gift thoughtfully prepared. Discover gourmet pairings and orchard-fresh delights.
• •Headline: Unwrap Joy. Taste Excellence. Body: Inside every Fruit Company gift, you'll find more than just exquisite fruit and delicacies; you'll find a commitment to quality that's been our promise for over 80 years.