Giorgio rebrand builds on nearly 100 years of heritage

BLANDON, PA — Aug. 31, 2026 — Giorgio BB #:197339, a trusted name in mushrooms for nearly a century, has unveiled a refreshed brand identity that honors its deep-rooted heritage while positioning the company for its next era of growth.

For generations, the family-owned company has brought mushrooms to American tables with a commitment to quality, care and innovation.

As Giorgio approaches its 100-year milestone, the new identity builds on that legacy with a bolder, more contemporary look designed to engage today’s consumers, inspire greater creativity in the kitchen and create a stronger foundation for the brand’s future.

“Innovation has always been part of Giorgio’s story, and this evolution gives us an opportunity to express that in a fresh and meaningful way,” said Bryan Shelton, vice president of sales and marketing at Giorgio.

“We want consumers to see cooking as an experience — one that can be creative, approachable and fun. The new brand brings that idea to life with vibrant colors, engaging imagery and an identity that invites people to discover everything mushrooms can bring to the table.”

The refreshed identity was developed to strengthen Giorgio’s connection with a new generation of consumers, including Gen Z and millennials, who are looking for fresh meal ideas, elevated flavors and products that make cooking easier and more enjoyable. Bold colors, contemporary photography and a more engaging visual system showcase the versatility of mushrooms and encourage consumers to experiment with new varieties, recipes and occasions.

The rebrand also establishes a platform for Giorgio to build on its leadership in mushrooms while pursuing opportunities for future growth. As part of the refresh, Giorgio updated giorgiofoods.com to serve as a more comprehensive resource for consumers. The redesigned website offers a destination for consumers to learn more about mushrooms, discover new recipes, explore cooking tips and uncover new ways to incorporate mushrooms into everyday meals.

“Giorgio has nearly 100 years of equity behind its name, and our goal throughout this process was to protect what makes the brand distinctive while ensuring it is ready for where consumers and the marketplace are going next,” said Naba Bakar, vice president of marketing at Golden Sun Insights, who was involved in the rebrand process.

“This new identity gives Giorgio a stronger platform to take its products into the future, accelerate growth and create opportunities to expand into new categories while remaining unmistakably true to the brand consumers have trusted for generations.”

A key component of the transformation is Giorgio’s redesigned packaging, which brings the new identity directly to the retail shelf. The more modern, eye-catching design improves brand visibility and makes it easier for consumers to recognize and navigate Giorgio’s products while retaining the quality and heritage associated with the brand.

Giorgio has also revamped its website to serve as a more comprehensive destination for mushroom lovers and home cooks. The enhanced site helps consumers explore mushroom varieties, learn preparation and cooking techniques, discover recipes and find new ways to incorporate mushrooms into everyday meals.

“We want Giorgio to be more than a brand consumers recognize in the produce aisle,” Shelton said. “We want to be the trusted resource they turn to when they need a new recipe, want to learn how to prepare a different mushroom variety or are simply looking for inspiration for their next meal.”

The new identity will extend across Giorgio’s digital and social channels, creating a consistent brand experience from the retail shelf to the kitchen. While the company’s appearance is evolving, its foundation remains firmly rooted in the values that have guided Giorgio for nearly a century.

“We are still a family-owned company, and it’s important that we stay true to the values that have guided us for nearly 100 years,” said Mark Currie, CEO of The Giorgio Companies. “That includes our commitment to being vertically integrated from the ground up and to the people who make everything we do possible. This evolution would not be possible without the generations of employees who have helped build Giorgio into what it is today.”

The rebrand marks an important step toward Giorgio’s next century — celebrating the expertise, people and values that built the company while creating a modern, flexible brand designed to reach new consumers, inspire new uses and support new avenues for growth.

About Giorgio:

Since 1928, Giorgio Fresh, 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