Core-Mark Launches Rebranding Program

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Core-Mark Launches Rebranding Program

SAN FRANCISCO -- Core-Mark Holding Co., one of the largest marketers of fresh and broad-line supply solutions to the North American convenience industry, unveiled a new brand initiative and visual identity affirming its commitment to "fresh" initiatives and to the importance of the category to its customers and the industry.

According to Core-Mark, it recognized the emerging convenience consumer trends toward fresh product offerings in 2005. The impact of the movement in Europe coupled with initiatives by leading U.S. industry retailers led Core-Mark to begin building the necessary infrastructure to handle highly perishable consumer products with quality and reliability. In the past three years, Core-Mark said it has invested millions of dollars and assembled components to properly serve the fresh movement, including:

-- In-house expertise for sourcing the right product and creating effective retail marketing programs;
-- Facility and fleet modifications to upgrade and enhance the cold supply chain, including chill docks;
-- State-of the-art ordering devices to improve the simplicity and accuracy of ordering "fresh" while minimizing inventory costs; and
-- Experience gained in working with both suppliers and retailers of "fresh" over recent years.

"We recognized that in order to source, market and properly handle this new wave of highly perishable product, we had to create another level of capability across all aspects of the business, from fleet specifications to organization expertise," stated Michael Walsh, president and CEO, noting more than 40 percent of its 700 tractor-trailer fleet is tri-temp trailers as opposed to the dual-temps that distributors traditionally use.

Having made the investment and gained the experience, Core-Mark is now adopting a fresh image to commensurate with its capabilities and the demands of today’s convenience retail industry. The company’s newly rebranded Web site, featuring its new logo, truck design and examples of its "Fresh" programs, is available for viewing at The bold visual representation of the brand will also be utilized in the company’s new advertising campaign, and in its future marketing initiatives to help generate greater retailer awareness of its expanded capabilities, Core-Mark stated.

Core-Mark said it believes higher delivery frequency service provided by the primary/broadline supplier represents a quicker and more cost effective alternative to enable all convenience retailers to partake in the fresh movement. Connecting fresh bakery and commissary items to the convenience retail offering are two examples of Core-Mark’s focus in helping its customers bridge the gap to fresh.