FMI Reveals New Tagline, Logo

JON SPRINGER

LAS VEGAS – “Feeding Families and Enriching Lives” is the new tagline for Food Marketing Institute, its president and chief executive officer revealed during the Speaks presentation at FMI 2010 here Tuesday.

The new slogan encapsulates the best of what FMI’s members contribute to society, said Leslie Sarasin, and along with a redesigned logo and website, come at a time when FMI’s members need to take a new look at how they interact with customers given the effects of the economic downturn.

“This concept of feeding families and enriching lives is so important in your daily work,” Sarasin said. “During my 18 months at the helm of FMI, I’ve had the opportunity to visit many of you in your stores and meet many of your associates. During my travels, I’ve seen that those stores that work best with the communities are the very stores that are embedded in the everyday lives of their shoppers.”

FMI’s annual consumer trends survey revealed that shoppers were in general exhibiting cautious spending behavior, increasing their pursuit of coupons and sales, and eating at home more often. The total dollars they spend for groceries in all retail formats declined for the third consecutive year, FMI added.

“It’s not that you have a different audience,” Sarasin said of changing consumer behavior. “It’s that your audience is acting differently.”

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