Claiming that the change reflects the company’s “singular mission to be the best foodservice contract logistics provider in the industry,” business unit director Paul Whyte explained: “The name Best Food Logistics is a natural evolution from our current brand name - creatively and simply dropping ‘idv’ from Bidvest to leave us with Best.
“It’s allowed us to be playful with the re-brand and communicate our friendly and straight-forward approach. Our new website illustrates this transition in such a brilliant and fun way.
“It’s what we’d like our brand to convey moving forwards – to be the best in every part of our business and make things easier for our customers and make the relationship more enjoyable.
“And not only have we shortened our name, but we’re shortening our response times with our new real-time customer service portal.”
The ‘short’ transition will take place from today, with the new name and logo to be introduced across the business, its corporate website, uniforms, and depot signage.
The announcement follows a series of new long-term contract wins for the company, who now counts brands including PizzaExpress, TGI Fridays, ASK Italian, Zizzi and KFC as clients.