U.S. Foodservice Establishes New Name, Brand Identity

ROSEMONT, Ill. -- U.S. Foodservice now has a new name and brand identity. The distributor and 10th-largest private company in America, based here, will now be known as US Foods and intends to focus on creating a better food offering and an easier service experience for customers.

"Our new name and brand image are a reflection of the many customer-focused improvements now underway at US Foods," John Lederer, the company's president and CEO, said in a news release. "We traveled the country and listened carefully to what our employees and customers had to say about how we can improve: provide better, more relevant and innovative food choices and make it easier for our customers to do business with us. We believe this is a recipe for mutual success."

According to the company, changing its name to US Foods was easy because research showed most employees and customers already refer to the company by that term. In addition, a new logo and tagline will soon appear on trucks, products and in other areas. The new logo features orange and green food colors and is designed to express US Foods' confidence and fresh outlook.

"We wanted to let everyone know we're on an exciting path," said Lederer. "The new image will remind us of our focus every day, and our new tagline, 'Keeping Kitchens Cooking,' will keep our customers front and center."

The U.S. Foodservice name has been used since 1993. The company, which earns $19 billion in annual revenues, operates 64 test kitchens across the country and has introduced more than 800 new products this year.