Atlantic Blue Group Embarks on New Branding Program

LAKE WALES, Fla.--(BUSINESS WIRE)--Atlantic Blue Group Inc., a multi-faceted company engaged in land management, cattle and citrus industries, has changed its name and adopted a new logo as part of an overall corporate branding program.

“One of our first orders of business in our marketing efforts for Atlantic Blue was to change the company name to broaden its scope. We found the word Trust did not adequately describe the depth and breadth of our core business holdings”

The company, formerly known as Atlantic Blue Trust Inc., is seeking to elevate its profile among its core audiences and build a solid corporate reputation, according to Atlantic Blue president J.D. Alexander. Hence, management has created a comprehensive marketing communications program to brand the company that includes a brand identity package, new Web site, issues management, community relations, industry outreach and media relations initiatives.

“One of our first orders of business in our marketing efforts for Atlantic Blue was to change the company name to broaden its scope. We found the word Trust did not adequately describe the depth and breadth of our core business holdings,” said Alexander.

The new name also needed a new look to accurately reflect the company’s personality, operations and future direction. “We wanted a way to represent our company that would capture its heritage, pioneer spirit, stewardship, integrity and sound fiscal management,” said Alexander. He unveiled a new logo to the company’s board of directors at their annual meeting on Oct. 20 and will incorporate the approved logo into the company’s collateral materials, signage and other visual components over the next few months.

Also in the works is a new Web site that will reflect the company’s scope of operations, team members’ expertise, environmental stewardship, community commitment, and heritage. The site is expected to launch later this year.

Atlantic Blue Group Inc., headquartered in Lake Wales, Fla., has extensive real estate holdings in Florida. The company owns and operates one of the largest cattle operations in the nation, producing beef cattle, citrus and sod on approximately 65,000 acres in southwestern Highlands County. The company is the majority shareholder in Alico Inc. (NASDAQ:ALCO), a land management company operating in Central and Southwest Florida that owns approximately 137,000 acres of land located in Collier, Glades, Hendry, Lee and Polk counties.