The Specialty Food Association is launching a new brand to highlight the passion, creativity and quality that fuels the specialty food industry, Specialty Food: Craft. Care. Joy. The launch includes the not-for-profit trade association’s first-ever advertising campaign.
The branding effort started earlier this year with a name change for the Association, formerly the National Association for the Specialty Food Trade, Inc. (NASFT). It comes amid record sales for the $86-billion industry and the expansion of Association programs for specialty food artisans, importers and entrepreneurs.
The ad campaign, launching this month in leading industry trade publications and e-newsletters, features Association members who have become successful small business owners. “The people behind the products in our industry have wonderful stories about the craft, care and joy they bring to their work,” says Specialty Food Association President Ann Daw. “Our campaign seeks to provide inspiration to others and drive growth in our industry.” See more at specialtyfood.com/craftcarejoy.
Examples include Reggie Rodgers of Rodgers’ Banana Pudding Sauce who honors his mother by attributing her banana pudding recipe as inspiration for his craft today, and Charles Wekselbaum of Charlito’s Cocina who perceives his salumi creations as edible art. The following is a list of Association members featured in the campaign, which also includes an ad with noted Chef Sara Moulton:
• Dan Utano | Beecher’s Handmade Cheese
• Laurie Cummins | Alexian
• Rick Field | Rick’s Picks
• Charles Wekselbaum | Charlito’s Cocina
• Monique Deschaine | Al Dente Pasta
• Kari Morris | Morris Kitchen
• Joan Cuokos | Chocolat Moderne
• Jon Mills | LunaPops
• Reggie Rodgers | Rodgers’ Banana Pudding Sauce
• Sara Moulton | Chef, Cookbook Author and TV Personality
The ad campaign is backed by $150,000 in spending and will run through December 2013 in specialty food and restaurant publications. The branding and ad campaign were created in collaboration with Roth Partners, a brand advisory and communications firm based in New York City.
Extensive campaign visuals and related activities will be featured at the Specialty Food Association’s Summer Fancy Food Show, June 30 – July 2, 2013, at the Javits Center in New York, the largest marketplace for specialty foods and beverages in North America. Show branding activities include an interactive booth where food makers and buyers can share their own “Craft. Care. Joy.” stories, live Twitter feeds and videos from the show floor.