HOUSTON — At the SNAXPO conference in Houston this week, the Snack Food Association (S.F.A.) announced a complete rebranding effort, changing the association’s logo and name to SNAC International, effective immediately.
|Dan Morgan, outgoing S.F.A. chairman and president, BFY Holdings, Inc.|
“When I took the gavel and became chairman, I challenged the organization to think of ourselves differently,” said Dan Morgan, outgoing S.F.A. chairman and president, BFY Holdings, Inc., following the State of the Snack Industry keynote from Euromonitor’s Jared Koerten. “We need to evolve, and that’s exactly what’s happening in the industry: portability, convenience, transparency, nutrition.”
The association’s name has changed three times since its inception in 1937, and the latest S.F.A. name and logo has been in use for 30 years. Through every iteration, it has upheld the three pillars of advocacy, networking and education. The ever-changing consumer tastes and snacking trends drove the new SNAC International name, which represents snacking, nutrition and convenience.
“We wanted to be very careful to not forget our heritage, but we needed to make sure we know where we’re going,” Mr. Morgan said. “Our goal was to broaden our tent and be more inclusive and broaden our involvement in these emerging categories, both nationally and globally.”The association expects the transition from SFA to SNAC International will take about four to six months.