Grapevines stretch across a Sun-Maid Growers vineyard in California's Central Valley. The Fresno-based cooperative, known for more than a century of family farming, is expanding its brand reach through a new licensing partnership with New York-based Earthbound Brands. Sun-Maid photo

Sun-Maid Growers is raisin’ its branding strategy with the appointment of Earthbound Brands, a New York based branding and licensing company.

Earthbound Brands announced it will lead Sun-Maid’s licensing strategy, expanding the brand into new categories across food, beverage, lifestyle and more, according to a news release.

Sun-Maid Growers of California is a farmers’ cooperative of hundreds of grower families with vineyards in California’s Central Valley.

This joint effort builds the Fresno company’s legacy while creating new ways to connect with families throughout their everyday lives.

“Sun-Maid is a brand rooted in tradition, quality and a clear sense of purpose,” said Jeff Cohen, co-founder and CEO of Earthbound Brands. “We’re excited to collaborate with the Sun-Maid team to develop meaningful brand extensions that stay true to those values.”

Steve Loftus, CEO of Sun-Maid Growers of California said the company has been part of everyday family moments for over 100 years, and this represents an exciting next chapter for the brand.

“By working with Earthbound Brands, we’re able to thoughtfully extend Sun-Maid into new categories while staying true to the quality, trust, and values that generations of families expect from us.”

Earthbound Brands has more than 25 years of expertise and partners with top retailers and world-renowned brands to extend their reach through strategic brand extensions, innovative product design and development, and brand identity and creative services.

They have worked with Honda, Hallmark, Girl Scouts of America, WD-40, CookingLight, Huffy, Rainbow Brite, Ford and more.