United Fresh launches new logo and website

The United Fresh Produce Association launched a new logo and redesigned website.

“January is symbolically a time of fresh starts,” said United Fresh President and 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 the association’s mission to build a stronger connection across the United Fresh 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 over a century of dedication to the produce industry, according to United Fresh.

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 is to give the user a cohesive view of the produce industry highlighting news and events, association commentary and a spotlight on industry achievements.