Source: Lisa M. Keefe, MEATINGPLACE, 9/28/11
 

U.S. Foods is the new name for the company that has been known as U.S. Foodservice, the company said in a news release, and along with a new corporate name, executives unveiled a new logo and overall brand identity.

The goal of the changes is to better reflect the company’s focus on better food offerings and better customer service.

"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,” said John Lederer, president and CEO of US Foods.

Research showed that most customers and employees already referred to the company as “U.S. Foods.” The vibrant orange and green food colors in the new logo are intended to express confidence and a “fresh outlook,” the release said.

US Foods has introduced more than 800 new products in 2011 and in October will launch two new brands, including Chef's Line, a new line of chef-inspired, time-saving foods.

"US Foods is committed to creating better, more innovative products that leverage our food expertise and market position, and to making the customer service experience easier every step of the way," Lederer said. "Our new brand supports and advances both of these goals."

US Foods has almost $19 billion in annual revenue, and is the 10th largest private company in America.

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