• Houweling’s Tomatoes getting new name and new look

• City leaders pass ordinance prohibiting beer sales at special events

• Finlinson sworn in as Justice Court Judge

• Obits

• Classified

• Back

By Myrna Trauntvein
TN Correspondent

Houweling’s Tomatoes, located near Mona, is rebranding as Longvine Growing Co.

Longvine Growing CO produce will begin its journey ‘From Our Vines to Your Table’ in September 2021,” said Travis Jones, General Manager for Houweling’s Tomatoes Utah and now for the Longvine Growing Co plant, Mona.

Jones attended Mona City Council and said that Houweling US Holdings, Inc., is launching the Longvine Growing Co as the company rebrands and resets for the next evolution of company growth.

“Mona will serve as the new head office going forward and the new expansion will further cement the company’s position as a leader in high-tech glass house growing technology,” said Jones. “It feels like a fresh start.”

In a press release shared with the council by Jones, Kevin Doran, Longvine, chief executive officer (CEO), said, “The business model going forward shows that in combination with the new brand, we have a launchpad to accelerate our growth and an equity partner in Equilibrium Capital, who will work with us to deploy capital responsibility and strategically.”

That will begin with the 30-acre Mona expansion with ground work now underway. The ground work is nearly done, Jones said. Some of the important parts for the plant come from Holland. That and the high price of steel were having an effect on the construction timetable.

The promised light suppression curtains will be installed this year, he said. However, the curtains will be opened for some celebratory events. For example, the lights might shine purple for the Utah Jazz.

“There will be a new office space,” said Jones. “The portable office trailers outside the building will be gone.”

The rebranding project was initiated in early 2020 as the Houweling Family exited its ownership position from the US operations,” said Jones.

Jones shared a press release to announce the new Longvine Growing Company.

An exhaustive search was conducted to find a world-class agency that could unlock new potential through rebranding, while capturing the essence of the valuable team of people who have collectively contributed to the company’s success, he said.

Interact of Boulder, CO, was selected and began a disciplined process to re-imagine the brand foundation, explore the growing target demographic, and modernize the look and feel to connecting with those expanding segments.

In the press release, David Bell, chief marketing officer (CMO) shared some thoughts that Jones presented to the council.

“Through the discovery process, we were delighted to identify many of our strengths match the traits of our re-defined target consumers value,” said Bell.

A focus on sustainability, transparent communications and worker welfare through certifications already position the company to create strong connections, he said.

“We equated this to having all the key components of a brand with an open book to re-name and re-image a new company that represents our entire team,” said Bell.

Jones said that he liked the new logo and said that it speaks to the vines that produce fresh tomatoes, peppers and cucumbers but also to the many individuals who guide the process from seed through the long journey to the consumer.

Since 2015, the company has reset their focus with the goal of being the supplier and marketer of choice to their partners. Through that core approach, the company has continued to serve at top industry levels and demonstrate a continued capacity for growth.

Jones said that early in 2021, the company received notice that the owner of the Camarillo, CA farm had engaged in a potential sale option of the company to a buyer who intends to convert the site into non-vegetable production.

With uncertainty around the California facility, the company focused on building out and expanding the successful partner grown programs.

Kevin Doran, Longvine, chief executive officer (CEO), said, “To further support the expansion of our partner grower network, the company is doubling the size of its Nogales, AZ packing and distribution center naming Fernando Vazquez, a 17-year tenured employee, to the role of Nogales General Manager, relocating from Oxnard, CA.”

Longvine Growing Co is the rebranded Houweling USA, a world-renowned greenhouse vegetable grower and marketer with facilities in Mona, Loveland, CO, and Nogales, AZ. Further supported by partner growers in Canada, Mexico and the USA, the focus remains on delivering consumers consistent, tasty and sustainable produce.

Equilibrium recently announced the closing of Controlled Environmental Foods Fund II with total commitments of $1.022 billion.

The fund, which is the largest controlled environment agriculture fund globally, will be deployed in high-tech greenhouses, indoor farms and other CEA segments.

“To support Longvine’s growth, its customers and growing partners,” said Tom Amis, CEA (Chief Economic Adviser) Principal and Strategy Lead at Equilibrium, “Equilibrium will deploy $60 million to the Mona site doubling the growing area and other site improvements including new office space at the company headquarters.

Equilibrium develops market leading sustainable finance and active ESG (Environmental, Social, and Governance) for institutional investors.

“We will be improving the road and have new road base for that project,” said Jones.

In the California plant that is being sold, the owner is being urged to employ the 486 workers affected by the change to a non-vegetable facility.

“We would like to thank you for the working relationship you have created since you came,” said Bill Mills, mayor.

Amy Stanley, council member, also thanked Jones for the tomatoes he provided for the salsa competition held by the city.

“I love Mona,” said Jones. “I love living here as do my other employees who also live here.”