BONITA SPRINGS, FL -- The former Society for Foodservice Management (Louisville, KY) now officially is the Society for Hospitality and Foodservice Management. The strategic "brand enhancement" was celebrated at the association's 2013 national conference here on Oct. 1. The association will operate under its new name and logotype, effective immediately.
According to SHFM's leaders, the name change reflects the evolving responsibilities of the association's key member segment, "client liaisons and self-operators in corporate foodservice." While foodservice responsibilities remain central to those positions, they have expanded to encompass a number of hospitality-related functions such as vending, conference and event support, fitness centers, health and wellness and childcare -- areas more broadly covered under the "workplace hospitality" segment. SHFM thus is positioned to be the preeminent resource for career development and industry insight in this growing segment.
"Today marks a historic moment for our Society," said SHFM executive director Tony Butler. "This was the critical moment to shift with the growing needs of our industry. SHFM will honor the legacy of SFM while reflecting the importance of being flexible and responsive, the key ingredients of growth."
SFM president Mark Freeman, senior manager of global employee services for Microsoft Corp. (Redmond, WA) added, "Our influence is expanding into new markets and member segments. It's an exciting new era of growth for the Society."
The association's new Web address is shfm-online.org.