SFM announces new name, branding effort

April 29—The Society for Foodservice Management (SFM) announced that effective Oct. 1, it will be rebranding the association as the Society for Hospitality and Foodservice Management. The announcement was made last week during the association’s Critical Issues conference in New York.

A new logo will be unveiled at the SFM National Conference, which will be held in Bonita Springs, Fla., Sept. 30 through Oct. 1.

The rebranding effort addresses the shifting responsibilities of the B&I operator, which now often include several hospitality-related functions such as vending, conference and events support, fitness centers, health and wellness and childcare.

“We want to keep our brand fresh, relevant and responsive for current members, new members and the industry at large,” SFM President Mark Freeman, said in a press release. “We want to expand into new markets and members segments, to build on the talent and energy our members bring to the industry. And we want to assure that our current position as the primary resource for foodservice expertise in the B&I industry is augmented. It’s an exciting new era of growth for the society.”