(April 5) COLUMBUS, N.M. — A new name and logo will adorn sweet onion packs shipped by a Southern New Mexico shipper.

Columbus-based Carzalia Valley Gin & Onion Shed Inc., March 22 changed its name to Carzalia Valley Produce.

The logo, part of increased marketing efforts, better portrays what the 52-year-old family-owned company does, said Chaddy Robinson, the firm’s new promotions director.

Robinson will oversee advertising and public relations for the company and develop a retail merchandising program for the Carzalia sweet onion. Robinson was formerly employed by the New Mexico Department of Agriculture, Las Cruces.

“We wanted to portray a new image,” she said. “They really wanted people to understand how progressive they area. The logo really makes people realize that they’re not the same old New Mexico onion shed.”

Carzalia has installed new grading equipment and will soon start a merchandising program for the sweet onions it ships from its 900 acres, Robinson said.

More changes are planned, she said.

Griffin-Holder Co. Inc., Rocky Ford, Colo., continues to be the sales agency for Carzalia’s onions.