FARGO, N.D. — Ingredient supplier Healthy Food Ingredients has launched a rebranding effort that includes a new logo, the tagline “cultivating goodness,” and a redesigned web site at the address www.HFIfamily.com.
“HFI’s total brand overhaul means the external face of HFI aligns with our internal mission and strategic actions,” said Brad Hover, chief executive officer. “We want to be the ‘go-to company’ for manufacturers who need multiple ingredients and innovative solutions to make healthy products happen.”
The HFI business includes such brands as SK Food International, Hesco/Dakota Organic Products, Suntava, and Heartland Flax. The company offers non-G.M.O., organic, certified transitional, gluten-free and identity preserved ingredients.
The rebranded look was borne from the concept of working together for good, according to the company. The logo unites multiple squares to symbolize an aerial view of fields and the dedicated farmers who are the foundation of healthy ingredients.
“Our new ingredients and capabilities are exciting,” said Brad Hennrich, president of the company. “But we’re also taking innovative steps to anticipate consumer trends, customize to specific needs, and lead supply and safety assurance for manufacturers. We want to take ‘healthy’ to the next level. Our new brand brings that to life.”