Continuing its mission of connecting and educating tree fruit industry professionals across North Central Washington, the organization long known as the NCW Fieldman’s Association is changing its name and rebranding as NCW Orchard Network, according to a news release. 

The new name, logo and visual identity are designed to better reflect the scope, diversity and future direction of the association, which has served growers, fieldmen and allied professionals throughout the region’s tree fruit industry for decades. Board members say NCW Orchard Network more accurately captures the organization’s inclusive, cross-generational membership and its role as a connective hub for the industry — not just the term fieldmen, but everyone contributing to the orchards of North Central Washington.

“This brand needed to feel generational, inclusive and grounded — the same words our members use to describe this community,” said Dawn Milne, executive director of NCW Orchard Network, in a statement included in the release. “The new mark and name give us a visual identity that can grow with the association for the next chapter, while still feeling like it belongs in this region, with these growers.”

The rebrand was led by JBe Marketing Group, a full-service marketing and communications firm based in Wenatchee, Washington.