The Specialty Food Association is rebranding under a new slogan: “Shape the Future of Food.”

The host of the bi-annual Fancy Food Shows and other educational, networking and research offerings also has a new logo — an imperfect circle, which the association says captures the constantly shifting and evolving industry and the limitless effects that food and drink have on our culture and everyday lives.

The logo also represents the association’s 360° approach to nurturing and introducing new specialty food products and companies into the marketplace.

Newly rebranded, the SFA has expansion plans to build a membership of not only food producers but buyers, distributors, and affiliated businesses.

“For decades, the SFA has been at the forefront of food innovation,” says SFA President Phil Kafarakis.   “Our top priority is to continue offering new ways to support our always-evolving community and to help our member companies grow and succeed. 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.”