Trying to make its place on the Web more interactive with its consumers, Pero Family Farms Food Co. LLC has upgraded its website.

Pero Family Farms revamps websiteThe Delray Beach, Fla.-based grower-shipper’s site,, showcases the 103-year-old company’s staple items as well as many of its newer fresh-cut and whole packaged produce lines, according to a news release.

Pero wanted to design the site “to be as colorful as the produce department itself which is deliberately intended to immerse the viewer into our farm as well as the Pero product buying and consumer at home experience,” Pero officials said in the release.

“The new website, produce entirely in flash, provides for a more compelling, dynamic experience,” Ed Sullivan, chief marketing officer, said in the release. “The navigation as well as the page layouts keeps the viewer engaged without having to scroll up and down on pages or click numerous times to get to the content they want to see.”

To improve customer response, Sullivan in the release said the site also integrates contact forms and displays many Pero “secret” family recipes.

In updating the site, Pero officials said they wanted to move from the industry’s traditional product-centric sites to one that shows more of the company’s personality, history and growers.