A consistent brand for GFS Canada
MILTONâ€”Gordon Food Service has renamed its regional brands in western and eastern Canada as it rebrands the entire company as GFS Canada.
In an August 17 letter to suppliers from GFS director of marketing Lisa MacNeil, Neptune Food Service in British Columbia, Bridge Brand in Alberta and Manitoba, Distal in Quebec and M&S Foodservice in Atlantic Canada will all go by the name GFS, followed by the geographic designation.
â€śIn order to strengthen our corporate image and present a cohesive message to our customers, we will be integrating all business units under the common name of Gordon Food Service,â€ť the letter says.
Changes include new building signage, new truck decals and updated computer systems.
â€śThe Gordon name represents high values and excellence in the foodservice industry. Our team members are very excited to carry out this heritage throughout all of our Canadian divisions," said Frank Geier, president of GFS Canada.
"In addition to this name change, we are working on a variety of other initiatives to optimize our business processes and leverage our expertise and supply chain capabilities from coast to coast.â€ť
Neptune is now GFS British Columbia, Bridge Brand goes by GFS Prairies, Distal is now GFS Quebec and M&S sports the name GFS Atlantic. The changes take effect between late August and late September.
â€śWe look forward to partnering with you to create a stronger company for the future and thank you in advance for your flexibility as these exciting changes transpire,â€ť MacNeilâ€™s letter reads.
GFS bought Calgary-based Bridge Brand Food Services, with operations in Calgary, Edmonton and Winnipeg, in December 2001.
Neptune became part of GFS in 2002, after a Competition Bureau ruling left it out of a deal in which Serca, Neptuneâ€™s parent company, was purchased by another foodservice distributor.
GFS purchased M&S Foodservice, based in Amherst, Nova Scotia, in June 2003.