The National Association for the Specialty Food Trade (NASFT) has commissioned Roth Partners to help evolve the brand identity of the association, best known as the organizer of the Fancy Food Shows and the sofi Awards.
“For years, the NASFT’s identity has revolved around the Fancy Food Show, the premier event showcasing specialty food producers, importers and distributors from all over the world to buyers from the retail and foodservice trade. We want to build on our work to create a brand that will enhance our association’s reputation and elevate the brands of our member companies,” said Ann Daw, president of the NASFT. “We chose Roth Partners from a field of highly respected branding firms. Their approach and their understanding of our unique branding challenges were key factors in the selection.”
The 2,900 member companies of the NASFT produce premium food and beverages that exemplify quality and innovation, including artisanal, natural and local products from smaller manufacturers and entrepreneurs. Total U.S. sales of specialty foods in 2011 were $75.1 billion, or 13.7 percent of all food sold at retail.
Specialty foods grew 9.2 percent from 2010 to 2011, even as sales in other segments of the food industry slowed. This growth, plus the high perceived value of specialty foods and their differentiation from other food products, is propelling a reassessment of NASFT’s branding.
“The NASFT is a completely unique association,” said Rick Roth, CEO of New York-based Roth Partners. “They enable deeply passionate entrepreneurs to get the recognition their brands deserve and ultimately help them bring their brands to market. We are thrilled to partner with the NASFT to highlight the value they bring to their member firms, and develop a brand that will be a true marketplace differentiator.”
