WESTMINSTER, COLO. – Coleman All Natural Meats announced on March 13 that it would start its rebranding effort to support the company’s strategic shift to more branded consumer retail and expand nationally into foodservice locations.

The company stated it made the move after positive customer feedback and consumer desire for claim-based meats like no antibiotics ever, no added hormones, and humanely raised crate-free pork.

“In recent years, consumers have become increasingly more knowledgeable about where their food comes from, and in turn, demand greater transparency and clarity with food package claims,” said Patricia Bridges, senior director of marketing and communications at Coleman.

The meat company conducted a series of consumer focus groups, in-depth interviews, and a national online survey that tested design elements, packaging attributes, and claims as part of the rebranding campaign.

After those results, Coleman picked a new logo and packaging that reflects the brand’s family farm heritage and commitment to all-natural products.

The new packaging also features the tagline “Always Natural Since 1875,” which speaks to the brand’s longevity against the background of a bright, contemporary farm with clean, easy-to-read typeface.

“For nearly 150 years, my family has committed to high standards for animal care and quality ingredients,” said Mel Coleman Jr., fifth-generation Coleman family member and spokesperson for Coleman All Natural Meats.

Along with the new packaging and logo, Coleman states that consumers will see a bigger on-shelf presence from the company as the brand expands various product lines, including fresh primals, case-ready pork, dinner sausage, ground pork and bacon.

The company added it would shift all pork production to Heritage Duroc, which is known for marbling and more tender, juicy, and flavorful pork.