FRANKFORT, MICH. — Graceland Fruit, Frankfort, a supplier of dried fruit ingredients, introduced a new brand identity and website.

The updates reflect Graceland Fruit’s renewed focus on the commercial food ingredient market. While ingredients always have been its core business, the company in 2013 entered the consumer packaged foods sector with a line of Graceland Fruit branded products.

“We ultimately recognized that retail product sales and marketing is not our core competency,” said Jeffrey Seeley, chief executive officer and executive chairman of the board at Graceland Fruit. “In 2020, we made the strategic decision to exit retail as a branded CPG marketer. We are once again 100% laser-focused on supplying exceptional ingredients to innovative consumer packaged food, foodservice and other food companies who develop, manufacture and market their own products and brands.”

The company underscored its renewed channel and customer focus with a new brand identity featuring a more contemporary logo and an updated tagline, “We deliver delight.” It also launched a new website that is fully responsive, mobile-optimized and easier to navigate. The expanded resource hub includes downloadable product specifications, certification documents, statement of compliance and brochures. It also houses the Graceland Fruit press room, blog, monthly newsletter and industry events calendar.