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Balakian Farms grows organic heirloom tomatoes and produce on their fourth-generation family farm in California's Central Valley. But retailers like Whole Foods only want produce that's the right size, the right weight, and camera-ready, which leaves plenty of perfectly delicious tomatoes behind.
Balakian Farms had already turned their rejected produce into heirloom tomato sauce, but the packaging wasn't strong enough to get Whole Foods on board.
We created a self-contained system with a clean woodcut illustration at the center and then let the sauce's own natural beauty do the selling.
With new branding and packaging in hand, Balakian Farms went back to Whole Foods, who picked up the sauce. Other specialty retailers followed, and what started as rejected produce became a product people sought out.
