CIES REDEFINES ITS OBJECTIVES

MARK TOSH

PARIS -- CIES, an association of food-trade companies, has redefined its objectives in an attempt to keep pace with rapid changes in the industry.

The association, which was founded here in 1953, has approved a new mission statement and revised its logo, which now includes a description of the international organization as "The Food Business Forum."

Etienne P. Laurent, president and chief executive officer of CIES, said the revised mission statement conveys a new clarity of purpose that is appropriate for the challenging years ahead.

In the new mission statement, CIES said it will seek to:

· Improve company performance and professional standards.

· Provide a forum for member-company chief executive officers and their senior management. · Anticipate industry change, identify trends and advance best practices and techniques.

Laurent said CIES, which has offices here, in Alexandria, Va., and Tokyo, will set up an intelligence unit to channel quality information to member companies in a more timely fashion.

The organization's updated logo is meant to convey its global reach. Although a majority of CIES members are European-based companies, Laurent said the association will increase its membership efforts in the United States and Pacific Rim.

"The potential for us is very big in the United States," he said.

The organization's transformation will be evident at the its annual executive congress, which is scheduled for June 5 to 7 at the Palacio de Congresos in Madrid, Spain. The theme of the congress is "The Transformation Imperative."

More than 700 senior management representatives from retailer and supplier companies are expected to attend.