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 The National Grocers Association (NGA), which represents the independent sector, this morning unveiled what it described as "a comprehensive rebranding, including a new logo, the first since the organization was founded in 1982.

"The central organizing theme of NGA’s rebranding is focused on the association’s new tag line, 'At the Heart of the Community,' which illustrates the importance of independent community grocers to their markets as drivers of the economy as well as support of local families."

The organization says that "the new logo, supporting graphics and color palette provide a more contemporary look, while enhanced messaging stresses and celebrates community, which is both the source and recipient of support for local independent supermarkets."

“NGA’s new logo and imagery, and updated messaging, deliver a fresh look and reinforces our mission: to ensure independent, community-focused retailers and wholesalers have the opportunity to succeed and better serve consumers through our policies, advocacy, programs and services,” said Greg Ferrara, NGA president and CEO. “Independent community grocers and their wholesaler partners are critical to the strength and vitality of the people they serve. By advocating for the growth and continuing innovation of these independent business leaders, we help bring choice, convenience and value to hard- working Americans, and ensure ongoing economic advancement and prosperity for our country.” 

KC's View:

I think my friends at NGA would agree with me that this rebranding, while important because it lays out the mission, is just a starting point.  Stores are not "at the heart of the community" because they say so.  They have to prove it.  Daily.  Hourly.  Always finding new ways to demonstrate their relevance and resonance.