PFG Broadline Rebrands as PERFORMANCE Foodservice

Frank Sanelli, vice president of marketing and sales development, said in the company’s announcement, “Distribution is only part of our story and we offer a choice to customers that didn’t exist in the past. We want our image to reflect that we not only have a vast product offering, but have expertise in providing exceptional service and consultative services. We are excited about our new name and that it more clearly represents the strongest commitment to our customer’s success.”

In addition to the new name, the company’s marketing materials will now feature the tagline “Have a taste…” to showcase the various products and consultative services available to customers. A new Web site is in development.


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