Ocean Mist to give a new face to value-added line with Roastables rebrand

Ocean Mist Farms is betting on convenience with a renewed look to its Roastables offerings, which feature cooking-ready veggies that roast in 15 to 20 minutes—perfect for the chef on a time crunch. 

At the 2025 IFPA Global Produce & Floral Show in Anaheim, California, President and CEO Chris Drew and Communications Manager Lori Bigras told FreshFruitPortal.com that the line will feature bold new packaging, expanded vegetable products, and additional SKUs slated for early 2026. 

The Roastables line, first introduced in October 2024, features chef-inspired seasoning packets developed in collaboration with a San Francisco-based culinary group.

Ocean Mist's Roastables' look will undergo a makeover.

“It’s been really exciting this past year,” says Drew. “We launched our Roastable line with three SKUs of Brussels sprouts, and over the course of the past year, we have introduced two broccoli floret and two cauliflower floret SKUs as well.”

Breaking the ‘sea of sameness’

The company’s updated packaging, set for a December rollout, is designed to stand out in what the executives describe as a “sea of sameness” in the fresh-cut vegetable aisle.

“We've updated our packaging, and it's very bold. It's a little bit edgy, but each of these individual packages has a quote on it,” Drew says. 

Ocean Mist’s consumer research informed both the design and the messages, which include zingers such as “Get to yum faster,” “Life's too short for slow prep,” "Cut the prep, keep the credit," and “Ready when you are.” 

The company’s There’s no shame in a shortcut campaign reframes convenience as a benefit rather than a compromise.

"We understand that parents are busier than ever, so we developed these Ready-to-Roast kits to help them reclaim some of their valuable time by making it easy to prepare fresh and healthy dishes the whole family can enjoy," the executive adds.

Innovation on the menu

Ocean Mist plans to launch a first-to-market fresh vegetable innovation in the first quarter of 2026, following positive marketing feedback. 

“We're going to continue looking at different products to innovate. We've got stuff in the pipeline right now that's still in the test phases that we're working through,” Drew says.

Each of the seven current products features a distinct, chef-crafted flavor packet and can be easily transformed into a tasty side dish or main entrée by adding a favorite protein.

The firm marked its 100th anniversary last year, and remains the largest artichoke grower-shipper in North America. Ocean Mist also offers more than 30 commodity items in addition to its value-added and Season & Steam lines.

Bigras says continued innovation is central to maintaining relevance across generations and strengthening retail partnerships. 

"We’re committed to serving our retail partners and continually innovating to deliver high-quality consumer products that inspire confidence and generate meaningful sales growth," she adds. 

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