THE SAN FRANCISCO
WHOLESALE PRODUCE MARKET
Rebranding a San Francisco Institution
The San Francisco Wholesale Produce Market is San Francisco’s original and only wholesale produce market. It is home to a diverse range of 30+ merchants supplying fresh fruits and vegetables to food retailers and restaurants throughout the Bay Area and beyond. A pillar of the Bay Area’s food system, the Market provides critical food infrastructure, programs, and relationships that help hundreds of small businesses and their communities thrive. With a landmark 60-year lease from the City of San Francisco, and recent recognition as a historic asset by San Francisco’s Legacy Business Registry, the Market tapped Trinity for a major rebranding effort to energize current audiences and extend awareness to entirely new ones. The program included a new brand strategy, messaging, moniker, logo, and look and feel that would express the vibrant and critical role the Market plays in the Bay Area’s food economy and the broader community it serves.