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OPN Connect Newsletter 326 · June 29, 2023

PennRose Farms to Launch Rowdy Rabbit Organics at OPS


PennRose Farms, a Wellington, Florida-based grower-owned supply chain management company, is launching its new organic brand, Rowdy Rabbit Organics, at Organic Produce Summit in Monterey, California, on July 13.

“Launching Rowdy Rabbit Organics is a monumental highlight for PennRose Farms, and we could not think of a better place to debut than at OPS,” said Senior Vice President of Sales Doug Johnson. “We are excited to bring our fun, charismatic brand to the show and share our mission to inspire healthy living, while delivering excitement in organics. We’re wild about organics and hope to encourage others to be as well!”

Cal Organic May 2024

Doug Johnson, Senior Vice President of Sales, PennRose Farms

Established in 2014, PennRose Farms was built on a strong foundation of values, the collective abilities of an experienced team, and farms producing premium-quality fruit and vegetables. “Since then, we have become a leading year-round grower/shipper by collaborating with the industry’s top growers, agronomists, and sales talent to deliver an exceptional experience for our customers and premium product for consumers,” Johnson said.

“We are excited to bring our fun, charismatic brand to the show and share our mission to inspire healthy living, while delivering excitement in organics. We’re wild about organics and hope to encourage others to be as well!” - Doug Johnson

Organic Commodity Manager Sam Jones III noted that the organization began distributing organic West Mexico vegetables from its Nogales, Arizona facility this winter. “Our plan is to introduce organic production from Baja and California this summer through Otay Mesa while continuing to ship from Nogales,” he said. “In conjunction with our western summer program, we will also start shipping summer organics from our farms in Georgia and North Carolina.”

Earthbound Farms May 2024

Sam Jones III, Organic Commodity Manager, PennRose Farms

Jones added that the organic product line consists primarily of cucumber, soft and hard squash, bell and hot pepper, eggplant, and cabbage. “We also offer organic tomatoes including cluster, roma, vine ripe, and grape,” he said. “We wanted our organic offering to complement our conventional products, allowing customers more flexibility. With farms across the US and Mexico, PennRose Farms is able to bring year-round supplies of Rowdy Rabbit Organics to customers across North America. Over the next 12 months, our plan is to significantly expand acreage while diversifying our commodity mix and pack styles.”

Driscolls May 2024

Rowdy Rabbit Organics cucumber, tomato, and yellow squash

Johnson said the brand and its name “came together very organically—no pun intended! It was pivotal to us that we develop a brand that felt a bit different and represented organics in a fun, playful way.”

“We wanted our organic offering to complement our conventional products, allowing customers more flexibility. With farms across the US and Mexico, PennRose Farms is able to bring year-round supplies of Rowdy Rabbit Organics to customers across North America." - Sam Jones III

The “Rowdy Rabbit” brand name is designed to not only appeal to loyal organic consumers, Johnson said, but to attract new organic consumers as well. “So we took a traditional garden icon and gave it a more modern twist. It became clear early on that Rowdy Rabbit’s playful branding would allow fresh and fun to converge in a way that allows us to create bold, easily identifiable, display-ready packaging and deliver best-in-class consumer marketing in the organic space to ultimately drive sales and increase velocity,” he said.

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