Food and ag agencies Marketing Plus and HYPHEN to merge

May 27, 2025 Fresno, CA – Marketing Plus, a trusted partner in food and agriculture marketing for more than 40 years, announced today it will merge with HYPHEN (formerly JP Marketing), a Central Valley-based agency known for providing creative strategy and behavioral science-backed brand solutions for 30 years.

Beginning July 1, the combined agency will operate under the HYPHEN name. This merger brings together two respected firms with deep history in the food and agriculture sectors, shared values, and a common goal: to offer bold, effective, and deeply informed marketing under one banner.

“For over 40 years, Marketing Plus has built lasting client relationships by working from the inside out, creating brands recognized across the food and ag industry,” said Julie Lucido, President and CEO of Marketing Plus.

“We’ve always gone beyond traditional marketing, to develop strategy, packaging, and programs that get products onto shelves and into homes. Joining HYPHEN deepens that promise, expanding our digital, media, and research capabilities while keeping the same trusted attention and expertise our ag clients count on.”

“Growers and food manufacturers are navigating more complexity than ever and it’s up to us to provide simple, effective marketing solutions,” said Jane Olvera Majors, President and Founder of HYPHEN. “By joining forces with Marketing Plus, we are uniting two agencies that know this category intimately and believe in delivering sharp strategy, grounded creative, and measurable results.”

What the Partnership Means for Food and Ag Clients

• Unified Ag Strategy – The new HYPHEN team combines deep industry knowledge and network connections with creative and behavioral insights to deliver smarter, more targeted B2B and B2C marketing.
• One-Stop-Shop Services – Now offering product naming and brand development, multilingual packaging, photography, videography, recipe content and blogs, websites, digital and print design, media planning and buying, PR, social strategy, research, activations and tradeshow support, all under one roof.
• Trusted Relationships, Deeper Bench – Existing clients will retain their account leads, now backed by over 26 experts across strategy, branding, creative, digital, and media for added horsepower and agility.

Marketing Plus has been sharing space within HYPHEN’s current office, so the merged firm will remain at their location near Palm and Herndon Avenues in Fresno.

About Marketing Plus
Marketing Plus is a full-service creative agency with over 40 years of valued relationships with food and agriculture brands; helping them grow through strategy-led marketing, brand development, packaging, and tradeshow support. Known for its deep industry roots and longstanding client relationships, the agency has built a reputation for turning insights into impact across the food system.

About HYPHEN
HYPHEN (formerly JP Marketing) is a full-service creative agency with 30 years of experience delivering integrated marketing solutions powered by behavioral strategy, digital expertise, and bold storytelling. From campaigns and content, to UX, media, and multilingual communications, HYPHEN connects ideas and drives brands forward.