Giorgio promotes refreshed brand at IFPA expo

BLANDON, PA — October 2026 — Giorgio BB #:197339, one of the nation’s leading mushroom growers and suppliers, is bringing its recently refreshed brand to life with a strategic focus on where purchasing decisions happen: at the shelf and around the meal.

At its upcoming trade show appearance, Giorgio will showcase how its new brand identity extends beyond updated packaging and graphics to create a stronger connection between the brand, the retailer and the consumer.

The company’s booth will highlight its fresh mushroom and value-added portfolio while demonstrating how merchandising, meal inspiration and usage occasions can help translate shelf presence into consumer demand.

“Our rebrand was never intended to simply give Giorgio a new look. It was designed to make the brand work harder at the shelf,” said Byan Shelton, Vice President of Sales and Marketing at Giorgio. “We want our packaging, products and marketing to help consumers quickly understand what they can do with mushrooms and give retailers more opportunities to connect the category to meals and occasions. When we can move the conversation from ‘buy mushrooms’ to ‘here’s what you can make tonight,’ we create a much stronger platform for category growth.”

That strategy will come to life throughout the booth under Giorgio’s “Real Food. Served Fresh.” message, connecting fresh ingredients with approachable meal solutions and everyday eating occasions.

Celebrity Chef Ralph Pagano will be on-site preparing fresh samples and demonstrating how Giorgio products can move beyond traditional applications and become part of a wider range of meals, sides and snacking occasions. The culinary experience is designed to give customers a firsthand look at how Giorgio is thinking beyond the package, using flavor, convenience and inspiration to help drive incremental consumption.

The booth will also showcase Vita Sana Sol limes from Colombia, expanding the fresh-food conversation beyond mushrooms. Known for their juiciness and high-quality eating experience, the Colombian-grown limes complement Giorgio’s focus on fresh ingredients that can bring flavor and versatility to the plate.

Together, mushrooms and fresh limes help reinforce a broader message around how consumers actually shop and cook: not by individual categories, but by meals, flavors and occasions.

“Today’s consumer is looking for fresh food that is approachable, flavorful and easy to incorporate into everyday life,” said Mark Currie, CEO of The Giorgi Companies. “Our opportunity is to think beyond what happens inside a single category. By connecting great products with culinary inspiration and stronger merchandising, we can help our retail partners create more reasons for consumers to buy, use and come back to fresh.”

The trade show activation represents the next phase of Giorgio’s broader brand evolution, which draws on the company’s nearly 100-year heritage while positioning the business for its next chapter of growth. The refreshed identity is designed to create greater consistency and recognition across the portfolio while giving Giorgio a stronger platform for innovation, consumer communication and retail activation.

For Giorgio, that means approaching the shelf as more than a place to display product. Packaging, merchandising, culinary inspiration and marketing all have a role in helping consumers understand how products fit into their lives.

“Ultimately, the shelf has to do more than communicate what the product is,” Shelton added. “It should help create the idea, the occasion and the reason to put that product in the basket. That is where we see the Giorgio brand continuing to evolve.”

Attendees can experience the refreshed Giorgio brand, chef-prepared samples, fresh and value-added mushroom offerings, and Vita Sana Sol Colombian limes at #3771.

About Giorgio

Since 1928, Giorgio Foods, the premier grower, packer and shipper of mushrooms has enjoyed a long-standing reputation for providing the worldwide retail and food service industry with the finest quality mushrooms. A family-owned business with a family tradition of excellence, the Giorgio brand has come to stand for quality and integrity nationally. For more information, visit Giorgio online at www.giorgiofoods.com or call 1-800-330-5711 for sales assistance.

Media Contact:                                                                     

Naba Bakar
naba@goldensuninsights.com 

410.302.8352