EUGENE, Ore. –– Genesis Organic Juice, founded as an organic juice cooperative in 1975, announces the release of new packaging with an update to overall look and feel that is unlike any of its competitors on the shelves. The updates feature an inside look into things like the company’s local sourcing and quality ingredients, new nutritional panels, and the new graphics are watercolor illustrations by a Genesis production employee.
Reminiscent of the original Genesis labels, the new packaging is infused with a modern look to highlight the company’s personality and growth over the last 40 years. Genesis is a small-batch producer and needed to find a look that would help meet the demands of an increasingly competitive industry. This also signifies a reintroduction of Genesis to the consumer and opens the door to new flavor opportunities in the near future.
“For the better part of a year we’ve been sorting through our core values, customers, opportunities, and what makes most sense for Genesis,” said Jonah Alves, president of Genesis Organic Juice and Toby’s Family Foods. “We’ve finally found a great direction, and this packaging is just the first step of many ahead to bring us to a place we can meet customer and market needs.”
To comply with the newest USDA guidelines, Genesis updated the nutrition panels, including amount of added sugar, a regulation that is catching up to consumer demand. Consumers will never find any added sugar in Genesis’ juices, and only organic agave nectar as a sweetener in its teas and lemonades.
The new packaging launch was also an opportune time for Genesis to update the names of five of its current flavors. These changes reflect the strongest characteristics of each beverage. For example, Genesis Organic Apple Juice will now go by the name of Pacific Northwest Apple, highlighting that 99% of apples used in production were grown in Oregon and Washington. Likewise Herbal Fruit Tonic, will now go by the name of Ginger Herbal Tonic, showcasing the popular ingredient that has always been part of the recipe but never in the limelight.
Feedback from consumers at events and via social media has been overwhelmingly positive and encouraging. Employees of Genesis have also been incredibly supportive throughout the process, and now with the launch of the new website earlier this month, consumers can get an inside look into production and meet the many faces behind Genesis. One of those faces is employee Idhael Flores, who has worked in production at Genesis since 2015 and is now the artist behind the illustrations on all of the company’s beverages.
Adding the handcrafted art to the packaging represents the personal touch and the strong sense of community behind the new changes for Genesis.
“To see art I created, on the bottle for something this important for the company is just mind-blowing, it’s a great feeling,” said Flores.
Genesis Organic Juice, a pioneer of organic, raw, and cold-pressed beverages, was founded in 1975 as a juice cooperative in Eugene, Ore. Partnering with Toby’s Family Foods after the unpasteurized juice ban in 2007, Genesis became one of the first juice companies to turn to High Pressure Processing (HPP), a method that preserves the flavor, color and nutrition of the product with high pressure instead of heat. True to its co-op roots, Genesis continues to produce small batches of handcrafted juices carefully selecting high-quality, organic and whole fruits, never using purees or concentrates. Genesis is currently sold throughout the Pacific Northwest in co-ops, independent markets, and grocery chains including New Seasons Market, Whole Foods Market, Safeway, PCC Natural Markets, and Market of Choice. For more information please visit GenesisOrganicJuice.com.