U.S. Foodservice’s new name, brand identity


SeafoodSource staff

Published on
September 25, 2011

U.S. Foodservice on Monday unveiled a new corporate name, U.S. Foods, and brand identity, reflecting its strategic focus on creating better food offerings and an easier service experience for customers.

“Our new name and brand image are a reflection of the many customer-focused improvements now underway at U.S. Foods,” said John Lederer, the Rosemont, Ill.-based company’s president and CEO. “We traveled the country and listened carefully to what our employees and customers had to say about how we can improve: provide better, more relevant and innovative food choices and make it easier for our customers to do business with us. We believe this is a recipe for mutual success.”

Based on extensive research, the new identity and underlying strategy mark the beginning of U.S. Foods’ strategic transformation into a more creative and innovative food company dedicated to making things easier for customers, according to the company.

In addition to changing its name to U.S. Foods — which research showed is how most customers and employees already refer to the company — a new logo and tagline, Keeping Kitchens Cooking Across America, will begin appearing on trucks, products and in other areas. The logo features orange and green food colors and a bold, simple design.

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