Streamlined Name, New Look for Specialty Food Association

Maybe it is the journalist in me, but I appreciate being judicious with words. So when the National Association of the Specialty Food Trade unveiled its rebranding and its new shorter name, the Specialty Food Association (SFA), I thought to myself, good job. It’s clear, concise and to the point.

After previewing bits and pieces at the Winter Fancy Food Show, the SFA is rolling out its new brand -- big time -- in its first-ever advertising campaign.

You’ll start seeing this ad campaign, Specialty Food: Craft. Care. Joy, in trade magazines and newsletters. The campaign stars SFA members who have become successful small business owners, including:

• Dan Utano, Beecher’s Handmade Cheese
• Laurie Cummins, Alexian
• Rick Field, Rick’s Picks
• Charles Wekselbaum, Charlito’s Cocina
• Monique Deschaine, Al Dente Pasta
• Kari Morris, Morris Kitchen
• Joan Cuokos, Chocolat Moderne
• Jon Mills, LunaPops
• Reggie Rodgers, Rodgers’ Banana Pudding Sauce

Giving the campaign a celebrity touch is Sara Moulton. The SFA enlisted the chef, cookbook author and TV personality – and frequent Fancy Food Show attendee — to appear in one of the ads.

Extensive campaign visuals and related activities will be featured at the SFA’s Summer Fancy Food Show, June 30–July 2 at the Javits Center in New York.