The longstanding champion for food industry visionaries and the host of the bi-annual Fancy Food Shows, The Specialty Food Association (SFA), today announced its complete rebranding effort. The vision to ‘Shape the Future of Food’ will serve as an umbrella to an array of educational, networking, and research offerings designed to better serve the needs of SFA’s growing membership.
“For decades, the SFA has been at the forefront of food innovation. Our top priority is to continue offering new ways to support our always-evolving community and to help our member companies grow and succeed,” said President Phil Kafarakis. “The current American appetite for clean, authentic, flavorful, and healthier foods is here to stay. Through the rebrand and our expanded offerings, we’ll be inviting in a wider range of members to fully represent the marketplace and better reflect the diversity of our consumer-focused industry.”
The newly-redesigned SFA logo features an imperfect circle, which captures the constantly shifting and evolving industry and the limitless effects that food and drink have on our culture and everyday lives. The logo also represents the association’s 360° approach to nurturing and introducing new specialty food products and companies into the marketplace.
Founded in 1952, the SFA began at a time of burgeoning American demand for international goods and global flavors. Today, countless domestic and international brands have launched in the U.S. market under the auspices of the SFA. In fact, throughout its 67-year history, the association has acted as a catalyst for many of the most iconic food entrepreneurs and tastemakers, propelling brands into the U.S. marketplace and helping to take them global. Some of SFA’s members include Walker’s Shortbread, KIND Bars, Tate’s Cookies, Vitamin Water, Stonewall Kitchen, Jelly Belly, and Ben & Jerry’s.
Now, with plans to build a membership of not only food producers but also buyers, distributors, and affiliated businesses, SFA is leveraging its strengths to convene a modern community of food. The rebrand will amplify the association’s established success and promote a dynamic new Specialty Food Association.
When industry leaders announce rebranding, it typically means their logos will receive a facelift. However, in the case of SFA, rebranding means reevaluating the way it operates in our industry. Stay with us at Deli Market News to see how different sectors of the industry are coming together and making strides.