Medrano Produce unveils brand refresh, debuting at Viva Fresh Expo

Medrano Produce will debut a refreshed brand identity at the 2026 Viva Fresh Expo, marking the next chapter for the Texas-based, family-owned company founded in 1979. 

The updated look honors the company’s roots while presenting a clear, modern identity that reflects what the company is today, as a bespoke quality, dependable partner built on integrity and service. 

“This update reflects who we are as a company and who we are as a family,” said Franco Medrano, Vice President of Sales & Marketing at the firm. “We are a family business that still operates on the same values we were founded on:  consistency, accountability, and service. We’re proud to share it with our customers who also become family.” 

Come see Medrano's new look

The brand refresh includes updated packaging, a new visual identity, and messaging that better represent the Medrano family’s legacy and long-standing commitment to customers across retail and foodservice. The new design will roll out across packaging, sales materials, and digital platforms beginning this spring. 

The refreshed brand will be formally introduced at Viva Fresh Expo, April 16–18. Attendees are invited to visit Medrano Produce at Booth #801 to see the new look and meet the team behind it. 

The company was clear that how the brand looks has evolved, but the company’s foundation remains the same. For more than four decades, the firm has built its business on relationships and a hands-on approach to service. 

“Our name is on every bag,” said Medrano. “That means something to us. It represents our family and the responsibility we feel to the people we serve.” 

*All images courtesy of Medrano.

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