NASFT Changes Name to Specialty Food Association

March 4, 2013

The National Association for the Specialty Food Trade has gone for a shorter name, now calling the organization instead more simply the Specialty Food Association.

The name change, according to association officials, is part of a larger effort to draw attention to the $75 billion specialty food industry and also will highlight new branding that will be launched June 30-July 2 at SFA’s Summer Fancy Food Show in New York City.

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 of the Specialty Food Association.

She added, “It makes sense that we now call ourselves the Specialty Food Association.”

SFA, based in New York City, is a nonprofit trade association for food artisans, importers and entrepreneurs that is known for its Fancy Food Shows, sofi Awards that honor outstanding specialty foods of the year, Specialty Food Magazine and education program.

The name change caps off a year-long celebration of the association’s 60th anniversary and comes as membership has reached a record 3,040 companies, according to association officials.

Based on research that indicated both brands were strong on their own, the Fancy Food Shows and sofi Awards will not have name changes in any way, though all association branding will feature new logos and updatedgraphics.

The Summer Fancy Food Show will be held at the Jacob K. Javits Convention Center of New York and typically attracts more than 15,000 attendees and 2,400-plus exhibitors.

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