RLB rebrands as Fresh Pro Food Distributors
RLB rebrands as Fresh Pro Food Distributors
RLB Food Distributors, a 30-year distributor of perishable foods along the East Coast, based in West Caldwell, NJ, has unveiled a new name, a new look and greater focus on serving retail and foodservice customers.
With the name changed to FreshPro Food Distributors, the company has unified its produce, deli/cheese/chilled-food, fresh-cut processing, organic and floral divisions under one umbrella moniker.
“This has been a three-year undertaking of consulting with our customers and suppliers, as well as searching within our organization, to find a new name that would more clearly describe our capabilities,” Floyd Avillo, president and chief operating officer, said in a press release. “Oddly enough, the name was right under our noses. FreshPro has been a trademarked name for our processing division since the early 1990s, and when we looked at all of the possibilities, we realized that the two most important strengths of our company are our ability to deliver fresh high-quality perishable items, and our professionalism, exemplified by the hard-work ethics of each of our dedicated employees.”
The FreshPro name change comes with a new logo and slogan: Your Solution For Perishables. FreshPro’s new website — www.freshprofood.com — also gives clear and easy-to-navigate information on each division and the company’s capabilities.
“We look forward to this new era in our company’s history,” Pat Mele, executive vice president and chief financial officer, added in the press release. “We recently acquired a new building in Fairfield, NJ, to accommodate our increasing number of SKUs; we are adding more trucks to our fleet to reach customers faster and further away; and our client base is changing, as retail and foodservice outlets look for the fresh alternatives that we provide. There is a lot of positive momentum here, and our new name reflects that.”
