Limex Rebrands as SiCar Farms

Limex SiCar has rebranded and is now operating under the new name and brand SiCar Farms with the goal of better communicating the diverse commodities and availability it provides as a vertically integrated grower, say company officials. 

Over the past three decades, the company has grown and expanded its product line on the farms and views the rebranding as a more accurate reflection of what the operation has become. “SiCar Farms is a vertically integrated grower/shipper marketing mostly our own products,” says Dan Edmeier, vice president of sales. “We wanted to establish uniformity in our marketing strategy which more accurately reflects everything we do from planting, harvesting, food safety, sales and distribution and everything in between.”

The Limex SiCar label will continue to be used for limes but other commodities grown and handled by SiCar will be marketed under the SiCar Farms label. In addition to limes and lemons, SiCar Farms now also grows and markets greenhouse tomatoes, mangos, pineapples, coconuts, papaya and has an organic offerings. 

“Our product expansion of these additional items was the result of numerous requests by our retail customers,” adds Edmeier. “Our farms in Mexico started growing these products on land we own. One of the most frustrating things for a buyer is to be forced to change their supplier midstream, so we can now provide our customers with greater supply year round.”

Prior to the rebranding, SiCar’s farms in Mexico operated under a different name. However now, the farms in Mexico along with all other operations of their vertically integrated company will all operate under the SiCar Farms name. “If you go to the farm you’re going to see SiCar Farms on the sign,” says Edmeier. “If you see our tomatoes in transit, the box will say SiCar Farms. We want to establish greater brand consistency throughout the growing, packing, shipping and marketing of the products we handle.”

The new brand better identifies the mission of the company. “We are the grower,” says Edmeier. “In the current environment, retailers are looking to get closer to the grower. We fit that bill as a service-oriented growing operation. Many buyers know us from the lime trade and we’re pleased to offer them other items from our farms as well.”

SiCar Farms, formerly Limex SiCar, is a grower of citrus, fresh fruit and greenhouse tomatoes. It is headquartered in the state of Colima in Mexico and operates a marketing/distribution facility in Texas. The vertically integrated company controls the entire production chain from production to harvest and packing to distribution and delivery. SiCar is committed to the highest quality standards to ensure the safety, integrity and reliability of its supply.