Specialty Food Association Rebrands to Address the Future of Food

The Specialty Food Association (SFA) is rebranding under the vision to Shape the Future of Food, which will create an array of educational, networking and research offerings designed to better serve the needs of its growing membership, the organization said.

SFA, which represents specialty food producers, buyers and distributors and runs the Fancy Food trade shows, is the second food association to announce a new vision for the future. Grocery Manufacturers Association announced last month that it would rebrand as the Consumer Brands Association to better fit is new agenda.

The SFA rebranding effort includes a new logo: an imperfect circle that, according to the organization, captures the constantly shifting and evolving industry and the effects that food and drink have on culture. The logo also represents the association’s full circle approach to nurturing and introducing new specialty food products and companies into the marketplace, New York-based SFA said.

“For decades, the SFA has been at the forefront of food innovation. Our top priority is to continue offering new ways to support our always-evolving community and to help our member companies grow and succeed,” SFA President Phil Kafarakis said in a statement. “The current American appetite for clean, authentic, flavorful and healthier foods is here to stay. Through the rebrand and our expanded offerings, we’ll be inviting in a wider range of members to fully represent the marketplace and better reflect the diversity of our consumer-focused industry.”

Founded in 1952, the SFA’s earliest days were at a time of burgeoning American demand for international goods and global flavors. Since then, and especially through the Fancy Food Shows, countless domestic and international brands have launched in the U.S. market under the auspices of the SFA.