United Fresh Launches New Logo, Website

The United Fresh Produce Association has taken the wraps off a new logo and redesigned website.

“January is symbolically a time of fresh starts,” according to United Fresh President/CEO Tom Stenzel.  “As we move into the New Year, this transition comes with a new look for our association and a new user-friendly website designed to align with our mission of providing the resources and expertise companies need to succeed.”

The new brand aims to elevate United Fresh's mission to build a stronger connection across its supply chain encompassing grower-shippers; fresh-cut processors; wholesaler-distributors; retail-foodservice operators; floral; and industry service providers. This is expressed visually within the modern element – the halos – paired with a traditional type treatment representing the association’s history of more than a century of dedication to the produce industry.

The website carries over the new design from the logo and offers streamlined navigation, improved user functionality, enhanced search features and a robust publications library. The goal of the site, meanwhile, aims to provide visitors with a cohesive view of the produce industry highlighting news and events, association commentary and a spotlight on industry achievements.

Check out United's new website here.


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