NGA Rebrands With New Logo, Enhanced Messaging

The National Grocers Association, which earlier this year moved its headquarters to Washington, D.C., has more changes in store, with a just-released comprehensive rebranding that includes a new logo and new tag line, the trade association announced today.

The central theme of NGA’s rebranding is focused on its new tag line, “At the Heart of the Community,” which it said illustrates the importance of independent community grocers to their markets as drivers of the economy and supporters of local families. The new logo—the first since the association was founded in 1982—now features the NGA name in red and lowercased for a more contemporary look.

The new logo and graphic elements were created by Alexandria, Va.-based branding and marketing agency Grafik, assisted by NGA staff and with input from a task force composed of NGA-member companies.

“NGA’s new logo and imagery, and updated messaging, deliver a fresh look and reinforces our mission: to ensure independent, community-focused retailers and wholesalers have the opportunity to succeed and better serve consumers through our policies, advocacy, programs and services,” Greg Ferrara, NGA president and CEO, said in a release. “Independent community grocers and their wholesaler partners are critical to the strength and vitality of the people they serve. By advocating for the growth and continuing innovation of these independent business leaders, we help bring choice, convenience and value to hard-working Americans, and ensure ongoing economic advancement and prosperity for our country.”

NGA represents independent community grocers—privately owned or controlled food retail companies operating a variety of formats—in every congressional district across the country. The independent grocery sector is accountable for close to 1% of the nation's overall economy and is responsible for generating $131 billion in sales, 944,000 jobs, $30 billion in wages and $27 billion in taxes, the association said.

“NGA is the singular voice for the true entrepreneurs of the food industry, who model business leadership and a strong commitment to civic life while providing their neighbors quality goods and nourishing foods. From the four corners of your local grocery store to the four corners of this nation, NGA will continue to advocate and serve as the central hub for the independent grocery industry under this new brand,” Ferrara said.

Some of the issues NGA has advocated for thus far this year include fixes to the unemployment insurance program; the modernization and enforcement of antitrust laws; and during the annual “Day in Washington,” maintaining a fair tax code and reforms to the U.S. card payments system.