Perishables distributor repositions as FreshPro Food

RLB Food Distributors, a 30-year perishable foods distributor along the East Coast, has a new name, a new look and greater focus on serving retail and foodservice customers. With the name changed to FreshPro Food Distributors, the company has unified its produce, deli/cheese/chilled-food, fresh-cut processing, organic and floral divisions under one umbrella moniker.

“This has been a three-year undertaking of consulting with our customers and suppliers, as well as searching within our organization, to find a new name that would more clearly describe our capabilities,” said Floyd Avillo, president and COO. “Oddly enough, the name was right under our noses! FreshPro has been a trademarked name for our processing division since the early ’90’s, and when we looked at all of the possibilities, we realized that the two most important strengths of our company are our ability to deliver ‘FRESH’, high-quality perishable items, and our ‘PRO-fessionalism,’ exemplified by the hard-work ethics of each of our dedicated employees.”

The FreshPro name change comes with a new logo and slogan – “Your Solution For Perishables.” FreshPro’s new website — www.freshprofood.com – also gives information on each division and the company’s capabilities.