Traverse Bay Farms Founder Andy LaPointe Spotlighted by GoDaddy on Small Business Rebranding Success

Traverse Bay Farms, a 48+ national award-winning gourmet food and wellness company based in Northern Michigan, was recently featured in GoDaddy’s Small Business Resources article, “How Small Businesses Can Benefit from Rebranding.”

In the feature, Andy LaPointe, Founder of Traverse Bay Farms, shared how a purposeful rebrand can do more than refresh a logo — it can transform company culture, customer relations, and long-term growth. The company offers cherry juice concentrate, tart cherry capsules, dried cherries and more.

A Mission Beyond Products

“The main unexpected benefit we experienced was how it reshaped our own mindset,” LaPointe said. “Our mission changed from crafting and selling ‘just’ gourmet food products to representing a mission, a standard, and a story we could tell.”

LaPointe explained that the Traverse Bay Farms rebrand created clarity of purpose, deepened relationships with local suppliers and customers, and elevated team morale and brand trust.

“We attracted better partnerships and even saw improvements in local SEO and website traffic,” he added. “Don’t just rebrand for change itself — do it with clarity and commitment to your promise as a business.”

Building Brand Trust Through Authenticity

The GoDaddy article highlights LaPointe among national entrepreneurs who demonstrate how rebranding can help small businesses refine identity and reconnect with their audience. Traverse Bay Farms’ experience shows that intentional storytelling and sourcing can elevate a brand from regional recognition to national authority.

Founded in 2001, Traverse Bay Farms has become known for its tart cherry juice concentrate, fruit-based wellness supplements, and gourmet salsas, all made using as much locally grown Michigan fruit as possible. The company is recognized for its Sediment-Free Guarantee in the cherry-juice industry and for bringing Northern Michigan’s harvest to customers nationwide. The company has also received a State of Michigan Special Tribute.

About Traverse Bay Farms

Traverse Bay Farms is a family-owned gourmet food and natural wellness company with retail stores in Bellaire and Elk Rapids, MI. The company has earned 38+ national food awards for its tart cherry juice, salsas, and superfruit supplements under the Fruit Advantage brand.

Website: TraverseBayFarms.com
Press Contact:
Andy LaPointe
Traverse Bay Farms
Email: info@traversebayfarms.com
Phone: (877) 746-7477

Media Reference

GoDaddy Resources:
“How Small Businesses Can Benefit from Rebranding”
Published 2025
Source: https://www.godaddy.com/resources/skills/how-small-businesses-can-benefit-from-rebranding

About Traverse Bay Farms / Fruit Advantage

Traverse Bay Farms – America’s #1 award-winning superfruit brand – Inspired by Northern Michigan, recognized with 38+ national food awards for flavor and quality. Family-owned in Northern Michigan, we provide fruit-forward gourmet foods and wellness products using as much Michigan-grown fruit as possible—USA cherries.

Our lineup features fruit salsas, fruit barbecue sauces, no-added-sugar dried cherries and blueberries, and our renowned tart cherry juice concentrate—bottled in glass and backed by the industry’s first and only sediment-free guarantee. We also publish educational resources to help customers enjoy healthy lifestyles, understand the science behind cherries and other superfruits.

About Fruit Advantage

Fruit Advantage®, our sister brand, offers fruit-based supplements formulated to support everyday wellness. Offerings include tart cherry, wild blueberry, and pomegranate capsules. Cherry Prime™ — Complete Muscle & Joint Complex uniquely combines tart cherries with glucosamine and chondroitin to help support joint comfort and active recovery.*

• 38+ national food awards
• Glass-bottled cherry juice with a sediment-free guarantee
• As much Michigan-grown fruit as possible; USA-grown ingredients
• Two year-round retail stores in Bellaire and Elk Rapids, Michigan
• 24/7 live phone customer service: 1-877-746-7477

Learn more at TraverseBayFarms.com.