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ST. AUGUSTINE, Fla. -- Specialty and natural foods distributor Tree of Life, Inc. here has unveiled a new national corporate identity. Effective immediately, all Tree of Life/Gourmet Award Foods companies will begin the transition to the single corporate identity of Tree of Life, Inc.
The national distribution network of Tree of Life was originally established through a series of acquisitions during the 1980s and 1990s. At the time, the company organized its business activities around distinct retail channels. The distribution centers whose primary customers were natural food stores operated under the name Tree of Life, and those whose primary customer was a supermarket operated under the Gourmet Award Foods name.
During the past year, in the process of the company's reorganization and re-engineering process, Tree of Life also made a fundamental shift in its go-to-market strategy from a channel focus to a consumer focus.
Tree of Life, Inc. serves customers throughout the United States and Canada. The company is a wholly owned subsidiary of Netherlands-based Royal Wessanen NV.