NASFT Changes Name to Specialty Food Association

The National Association for the Specialty Food Trade has changed its name to the Specialty Food Association effective immediately.

The name change caps a yearlong celebration of the association’s 60th anniversary and comes as membership has reached a record 3,040 companies. It is part of a larger effort to draw attention and focus to the $75 billion specialty food industry with new branding that will be officially launched at the Summer Fancy Food Show in New York, June 30-July 2, 2013.

The new branding is “Specialty Food: Craft. Care. Joy.”

“The brand is designed to express who our members are, honors our history and sets us on an exciting path for the future,” said Ann Daw, president. “It makes sense that we now call ourselves the Specialty Food Association.”
The new name and branding were created in collaboration with branding firm Roth Partners. Despite the association’s name change, the names Fancy Food Show and sofi Awards will remain the same based on research that showed each has considerable equity and recognition among key constituents.