The Specialty Food Association (SFA), New York, completed a rebranding effort. SFA’s new vision to “Shape the Future of Food” will serve as an umbrella to an array of educational, networking and research offerings designed to better serve the needs of its members.

The newly redesigned SFA logo—an imperfect circle—captures the shifting and evolving food and beverage industry. The logo also represents the association’s 360-degree approach to nurturing and introducing new specialty food products and companies into the marketplace.

“For decades, the SFA has been at the forefront of food innovation. Our top priority is to continue offering new ways to support our always-evolving community and to help our member companies grow and succeed,” says Phil Kafarakis, president. “The current American appetite for clean, authentic, flavorful and healthier foods is here to stay. Through the rebrand and our expanded offerings, we’ll be inviting in a wider range of members to fully represent the marketplace and better reflect the diversity of our consumer-focused industry.”