Ocean Mist Farms announced on Apr. 16 the launch of its newly rebranded Roastables line at the International Fresh Produce Association Global Produce & Floral Show in Anaheim last month.
The rebranding aims to attract more consumers and support category growth by offering convenient, oven-ready vegetable kits with updated packaging under the campaign “No Shame in a Shortcut.” The company said these changes are designed to meet the needs of busy households looking for quick and nutritious meal solutions.
The Roastables line now includes seven varieties, each featuring washed and trimmed vegetables paired with chef-crafted seasoning packets. Chris Drew, President and Chief Executive Officer of Ocean Mist Farms, said, “We’ve invested in significant brand marketing initiatives and consumer research to continually understand the evolving needs of shoppers.” He added, “These kits were developed for time-starved consumers who want quick, easy, and wholesome meal solutions without compromising on quality or flavor.”
Drew also addressed the importance of retail visibility: “We knew we had to break out of the ‘sea of sameness’ in the value-added category,” he said. “Our goal is to deliver innovative products that not only meet consumer demand but also drive sales growth for our retail partners.” Drew noted future plans as well: “We’ve got more exciting innovations coming in Q1 of 2026, including a first-of-its-kind value-added line we think consumers are going to be excited about and respond to very enthusiastically. Our innovative spirit is alive and well – and fired up for the new year and beyond.”
Ocean Mist Farms contributes to community health by supplying nutrient-rich vegetables that enhance family meals and lifestyles according to the official website. The company utilizes dedicated fields in Southern California for year-round crop production according to its official website, while distributing fresh produce across the nation but growing exclusively in California according to its official website. Its hand-harvested crops are known for meeting strict quality standards according to its official website.
Specializing in fresh vegetables such as artichokes, asparagus, broccoli, lettuce, spinach as well as ready-to-cook kits according to its official website, Ocean Mist Farms focuses on high-quality produce that supports healthy eating habits according to its official website. As a family-run operation based solely in California with an emphasis on sustainable farming practices for consistent supply according to its official website, Ocean Mist Farms continues promoting nutritious eating through a commitment to quality.
