California-based avocado company Mission Produce has revealed what it describes as its "elevated identity", termed "the world’s most advanced avocado network."

The company sharpened its brand by creating a new website among other improvements. The company says these changes better embody its international reach and "showcase the Mission advantage".

“To remain the leader in the industry, we have spent over three decades building a web of exceptional service, state-of-the-art infrastructure, strategic distribution, and cutting-edge solutions for our customers,” said Steve Barnard, president and CEO of Mission Produce. “As a result, we have become ‘the world’s most advanced avocado network.’"

Senior vice president of sales and marketing, Ross Wileman, noted: “Based on Mission Produce’s international scale and number of touch points, we felt it necessary to improve our identity to communicate all Mission has to offer. ‘The world’s most advanced avocado network’ represents what we have become and communicates the Mission advantage to our partners worldwide."

"We can provide any customer with a year-round supply of high-quality avocados, ripened exactly to their specification.

Meanwhile, Denise Junqueiro, director of marketing, commented: “We are excited to announce all of these changes including the new and sophisticated website. It features enriched content, enhanced visuals, and improved communication.

"Though our changes offer aesthetic improvements and new language, the core theme remains the same – we will continue to provide customers with the world’s finest avocados.”