The launch of a new logo using the industry’s nickname for the firm is the latest move in a brand refreshment initiative by The Oppenheimer Group, Vancouver, British Columbia.

The switch to the “Oppy” logo represents a fresh perspective for the company, said president and chief executive officer John Anderson. He said Oppenheimer has long been known for its “entrepreneurial spirit” but the company’s full name and traditional blue logo tend to suggest it is more formal and less nimble that it really is.

Oppenheimer opts for Oppy“As ‘Oppy’ we are orienting our efforts toward even more effective solutions that will simplify our supply chain and better serve our growers and customers,” Anderson said.

“We felt the time had come to update our logo to reflect this renewed energy and the confidence we feel.”

Anderson said the nickname has been in such wide usage by the fresh produce industry that the shift will come naturally. He said he believes Oppy reflects the evolution of The Oppenheimer Group.

As the traditional navy blue logo gives way to the new Oppy logo, Anderson said the brand promise — “expect the world from us” — will remain the same.

In addition to the new logo, Anderson said in the release the company is refining its supply chain by using technology to focus on innovations in flavors, pack styles and delivery systems.