(June 11) SALINAS, Calif. — The new Salinas season is bringing a new name and logo to Sunridge Farms Inc.

Acknowledging that customers know the company best by the name of its brand, Sunridge began doing business as Coastline June 1, said Phil Adrian, vice president of sales and marketing.

“Everyone knows us as Coastline,” he said. “It’s been our brand for 12 years, and that’s what people call us. So we decided to change our name to synch up with our brand equity. The intent is to react to our customers’ perceptions of us.”

And that means updating the logo, redesigning the Web site and even adding packaging if customers want it, Adrian said.

“It they want to call us Coastline, we’re Coastline,” he said. “If they want a package we don’t have, we’ll start using it.”

Coastline has spent the past month and a half beginning the transition — working through old inventories of packaging, redesigning new packaging and adding nutritional information on consumer packs of leafy items.

“That’s not all that common on leafy goods,” Adrian said.

Coastline’s Web site, which for now remains at www.sunridgefarms.net, will be updated this summer.

The corporate identity will remain Sunridge Farms Inc., but the company will serve its customers under the new name, Adrian said.

Sunridge changes name to Coastline
An iceless box of broccoli has the new logo and name for Sunridge Farms Inc. Sunridge began doing business as Coastline June 1, says Phil Adrian, vice president of sales and marketing.