Foodservice Equipment Reports

New Moniker For SFM

Come Oct. 1, the Society for Foodservice Management will have a new name and acronym: the Society for Hospitality and Foodservice Management. The new moniker and logo for SHFM, which the organization calls a “strategic brand enhancement,” will be unveiled at the group’s national conference, Sept. 30-Oct. 1 in Bonita Springs, Fla.

Although the new name has been formally announced, the Louisville-based association will continue to operate under its current name and logo until Oct. 1.

The enhancement addresses the evolving responsibilities of SFM’s key member segment, Client Liaisons and Self-Operators in B&I. While foodservice responsibilities remain central, member polling revealed that their mission had grown to embrace hospitality-related functions such as vending, conference and events support, fitness centers, health and wellness and childcare.

“A lot of thought has gone into this brand enhancement,” SFM Exec. Dir. Tony Butler said. “We’ve known for years that industry responsibilities have been shifting. And we felt this was the critical moment when we needed to shift with it.”

“We want to keep our brand fresh, relevant and responsive for current members, new members and the industry at large,” added SFM Pres. Mark Freeman. “We want to expand into new markets and members segments, to build on the talent and energy our members bring to the industry.”