News

HFI rebrands

23 Sep 2016

Consumer demand for healthy products and ingredient transparency has reached an all-time high, believes Healthy Food Ingredients (HFI) and in response, it is unveiling a new brand identity.

Consumer demand for healthy products and ingredient transparency has reached an all-time high, believes Healthy Food Ingredients (HFI) and in response, it is unveiling a new brand identity. The holistic campaign includes a new logo, the tagline “Cultivating goodness”, a completely revamped website, redesigned print advertisements and trade show visuals, and an expanded trade show presence.

“HFI’s total brand overhaul means the external face of HFI aligns with our internal mission and strategic actions. We want to be the ‘go-to company’ for manufacturers who need multiple ingredients and innovative solutions to make healthy products happen,” said Brad Hover, CEO at HFI.

Hover said the company’s recent growth demonstrates its commitment to making wholesome products more accessible globally. HFI says it now offers more healthy ingredients, broader processing capabilities, and unique marketplace collaborations.

The HFI family of brands includes SK Food International, Hesco/Dakota Organic Products, Suntava, and Heartland Flax. HFI is known for its leadership in providing non-GMO, organic, certified transitional, gluten-free, and identity preserved ingredients.

HFI said that its new look was borne from the concept of working together for good. The logo unites multiple squares to symbolise an aerial view of fields and the dedicated farmers who are the foundation of healthy ingredients. Above the letter “i,” two abstract leaves overlap to convey the wholesomeness and transparency of HFI’s offerings. Vibrant pops of colour within the logo capture the natural blues and greens of fresh water, sky and plants, symbols of HFI’s ever-growing collaborations to nourish lives.

The company’s new website provides a thorough description of HFI’s vision and values, portfolio of brands and ingredients, and growing capability to bring innovative solutions to the market. The website also communicates HFI’s two main market differentiators: 1) the ability to provide supply assurance through its long-standing, diverse and vast grower network, and 2) delivering safety and quality assurance with turnkey ingredient management, from sourcing, processing, tracking and traceability through manufacturing and packaging.

HFI President Brad Hennrich agrees that the company’s new look and feel also aligns with its tactical strategy to bring customers added value.

“Our new ingredients and capabilities are exciting. But we’re also taking innovative steps to anticipate consumer trends, customize to specific needs, and lead supply and safety assurance for manufacturers. We want to take ‘healthy’ to the next level,” Hennrich said. “Our new brand brings that to life.”