ROSEMENT, IL -- U.S. Foodservice has changed its name to US Foods. The foodservice products distributor said it is attempting to create a new brand identity that reflects its strategic focus on better food offerings and improved service.
US Foods is the 10th largest private company in the U.S., with nearly $19 billion in annual revenue. It distributes food and related products to restaurants, healthcare and hospitality facilities, and government and educational institutions. It markets and distributes more than 350,000 national and private label brand items, and employs about 25,000 people in more than 60 locations.
"Our new name and brand image are a reflection of the many customer-focused improvements now underway at US Foods," said president and chief executive John Lederer. "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."
In addition to changing its name to US Foods -- which research showed is how most customers and employees already refer to the company -- a new logo and tagline will begin appearing on trucks, products and in other areas. With vibrant orange and green food colors and a bold, simple design, the new image expresses confidence and a fresh outlook.
"We wanted to let everyone know we're on an exciting path," Lederer said. "The new image will remind us of our focus every day, and our new tag line -- 'Keeping Kitchens Cooking' -- will keep our customers front and center."
Lederer, who joined US Foods in August 2010, said he inherited a strong leadership team of industry veterans and has added expertise in strategic areas such as product innovation, merchandising, supply chain and information technology.
Beginning with the immediate launch of "innovative" products exclusive to US Foods, the company is working to provide customers with better products, more intuitive tools and technologies, and thoughtful service solutions and information.
US Foods operates 64 test kitchens across the country, including a state-of-the-art Culinary Innovation Center in Rosemont, IL. It's here that US Foods chefs help customers stay abreast of culinary trends, increase sales and manage costs. In addition, a team of US Foods chefs and product developers regularly travel the world in search of new flavors and ideas to bring home to customers. As a result, 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 that demonstrate the company's innovative approach to product development.