Farmers’ Rice Cooperative
Farmers’ Rice Cooperative has been a mainstay in the rice community since 1944. It is a grower-owned cooperative representing 500+ California rice farming families. Wanting to modernize this legacy brand, they sought out Noble West.
Challenge
FRC needed a brand platform that clearly illustrated that they are a forward-thinking industry leader cultivating a strong community of rice growers. The challenge was to develop a creative concept that honored the roots, legacy and heart of the cooperative while capturing the brand’s commitment to innovation and vision for the future.
Solution
Noble West worked closely with FRC leadership to craft a brand strategy that focused on their commitment to being a cooperative that is built on the foundation of collaboration, collective efforts and a common purpose. This influenced the big idea for the brand concept: Looking Out. The new brand platform illustrates how FRC looks out for their grower community, product and the future of the California rice industry. Our work will support their goals to better connect with their growers and customers as they continue to scale and expand into new value-add ventures, like their ingredient innovation arm, Exceedient Foods.
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