After decades of branding as the International Foodservice Manufacturers Association (IFMA), the association realized that it had reached the time for a refresh. In early November, at its annual Presidents Conference, the organization announced that it will now be called “IFMA The Food Away from Home Association.”
After the pandemic years, it became clear that the foodservice supply chain and ecosystem are deeply interconnected, with manufacturers, operators and distribution partners needing each other to address critical challenges. Through surveys and in conversations with existing members and industry peers, the organization realized that it was time to adapt to the needs of the industry it serves, just as it has done over the last 72 years.
Manufacturers remain at the core of all the organization does, and by adding new categories of membership—notably for operators, including those in the non-commercial category—as it did at the beginning of this year, it is building the opportunity to better engage and improve the entire ecosystem.
As anyone who has participated in a rebranding knows, this is not something to take on lightly. It involves months of discourse, examination, fussing, tossing spaghetti at the wall, even outright arguing. Justifications have to be rock solid. Choices must be carefully reviewed. Making a final decision might not please everyone.
Then, the Big Announcement has to be planned. Here, there was a lot of fun discussing just how far to go. Fireworks? Logoed tees for everyone? Hiring acrobats or an elephant? Bringing in a big-name celebrity?
In the end, the organization asked its members to come together on stage at its largest annual in-person event to help tell the story of how the organization got to this point in its history and why a rebrand was needed.
The new name focuses on the whole community of businesses that are working together to feed consumers. The new brand logo includes a graphic depiction of four intersecting “swirls” that represent segments of the industry, and our membership types, joining together through the work of the association to empower, nurture and connect the whole ecosystem.
IFMA The Food Away from Home Association is excited to get to work using its new name and brand identity. For those in the foodservice segment who offer prepared foods to their customers, now’s the time to join!
For more about IFMA The Food Away from Home Association, including details on membership and future events, check out ifmaworld.com.
This post is sponsored by IFMA The Food Away from Home Association