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Business New look for Fort Worth's Renfro Foods products

New look for Fort Worth’s Renfro Foods products

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Robert Francis
Robert Francis
Robert is a Fort Worth native and longtime editor of the Fort Worth Business Press. He is a former president of the local Society of Professional Journalists and was a freelancer for a variety of newspapers, weeklies and magazines, including American Way, BrandWeek and InformatonWeek. A graduate of TCU, Robert has held a variety of writing and editing positions at publications such as the Grand Prairie Daily News and InfoWorld. He is also a musician and playwright.

New look for Fort Worth’s Renfro Foods products


It’s a new look, but the same spicy flavor.

Starting in August, consumers shopping for Fort Worth-based Mrs. Renfro’s Salsa, the seventh-largest salsa brand in the United States, will notice a redesigned label.

Before consumers see it, the family business is bringing the heat to the Specialty Food Association’s 65th Summer Fancy Food Show in New York City during the week of June 23, unveiling new branding and advertising after two decades of the same look.

“We’ll be following up with a massive Facebook and Pinterest campaign,” said Doug Renfro, president of Renfro Foods, speaking from the Fancy Food Show.

Renfro said that if someone had asked him, he would have guessed they’d had the previous logo and label for about 10 years.

“But it had been 19 years. We did a small refresh about 10 years ago, but it’s been basically the same for a while. It was time for a change,” he said.

Renfro Foods worked with the Balcom Agency on the redesign as well as a new tagline – “True to Family. True to Flavor.” Earlier this year Balcom Agency was named agency of record for Renfro Foods and Mrs. Renfro’s Salsa.

“We told them we don’t want to slightly tweak the old designs, so they showed us eight designs and then we picked our two favorites and worked from there,” Renfro said.

The new logo, along with redesigned labels and lids and an updated ad campaign, stationery and other branded items are set to roll out this summer.

Renfro Foods is a Fort Worth-based, third-generation family business that manufactures salsas, peppers, relishes and sauces, including more than 30 products available through supermarkets, gourmet food stores and gift shops in all 50 states and internationally. It was founded in 1940 as a packaged spices and pepper sauce business, and the Renfro family has continued to evolve and expand the brand into a multimillion-dollar business that. In 2018, the company was named a finalist for the Dream Big Small Business of the Year Award by the U.S. Chamber of Commerce.

The new advertising and creative platform will feature historical Renfro family photos. Renfro said that keeping that family component, both in the new tagline and as part of the new label, is important.

“We have a story to tell and consumers – particularly millennials – like to hear that story,” he said. “The new logo, updated labels and rejuvenated creative approach for our salsa and condiment lines mark an exciting moment for our entire company. We feel that the new designs represent our Texas family roots while reflecting the growth, diversity and fun nature of our product lineup.”

Becky Renfro Borbolla, vice president of Renfro Foods, added, “Since we have a long history of participation and partnership with the Specialty Food Association, we’re thrilled to reveal these designs at a Fancy Food Show, arguably the largest show of its kind in North America.”


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