The National Cherry Growers and Industries Foundation (NCGIF) is a nonprofit corporation formed in 1948. The NCGIF is funded by dollars generated through assessments paid by the growers and processors of USA grown cherries. In general, most if not all of the growers, are individuals and families who have been growing those cherries that become Maraschino cherries in the states of Oregon, Washington, Michigan, and California for generations.
We were hired by NCGIF to update their brand and overall presence in the cherry marketplace. The goal was to communicate to all consumers in the Maraschino cherry business: the consumer, foodservice distributor, foodservice purchasing agent, ingredient manufacturer, retailer, and last but not least, the grower.
We started by researching and learning about the great history of the growers and found what makes them stand out from the crowd. It was a dedication to their craft and producing a superior cherry from what can be imported.