Select Food Products unveils new brand identity
By Food in Canada StaffBusiness Operations Fruit & Vegetables Editor pick Ontario Select Food Products
Select Food Products, a Canadian manufacturer of sauces, salad dressings, condiments and more for over 80 years, unveils a fresh new brand identity to kick off its next chapter of growth that includes a plan to double its Ontario-based production capacity in the next 12 to 18 months.
In 2015, Select Food Products was acquired by Andrew Mitchell, an entrepreneur with deep roots in the food industry. Under the new ownership, Select upgraded its manufacturing processes, equipment, production lines, streamlined its portfolio and heightened its emphasis on quality and safety.
“Select has gone through a major change to enable superior quality and scale, while maintaining speed and agility and we are ready for the next phase of growth for our business,” said Mitchell.
These last few years have shone a light on the fragility of the global supply chain, and the importance of local manufacturing to ensure food security. As a result of this, Select Food Products has committed to invest in new assets and automation.
“With a solid foundation in place, and ownership committed to investing for the future, we are on a transformational growth journey,” said TJ Kanaris, president, Select Food Products. “We felt it was important to kick off this next chapter with a new brand identity, reinforcing to our associates, customers, and suppliers Select’s continued commitment to its purpose: ‘To Make the Best Sauces for the World’s Best Brands.'”
Alongside its Toronto-based creative agency Office/Bureau, Select’s new brand identity and logo is represented by the “whisk.” Each colour of the whisk’s tines signifies one of Select’s key attributes, intertwining to form a single line representing their purpose: To Make the Best Sauces for the World’s Best Brands. The secondary colour palette was inspired by the ‘Mother Sauces’ of French cuisine. This new visual identity also includes a set of custom icons that represent the various stages in the manufacturing process and the company’s core values.
To view Select’s new brand identity in video form, please click here.
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