Houweling’s is North America’s largest producer of greenhouse-grown tomatoes, with a legacy in sustainable production. The company announced a new direct-to-customer sales organization in November 2011; correspondingly, Vancouver, Canada-based Dossier Creative launched a new branding and marketing campaign to boost awareness. At the heart of the positioning is proprietor Casey Houweling’s signature and his promise of using a “craftsman's care” to produce the best-tasting greenhouse tomatoes. Houweling will also be the voice of the company in all brand messaging which will be carried on all packaging, truss tags and in social media.