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SALINAS, Calif. -- The fresh-cut division of Performance Food Group (PFG), comprising three subsidiary companies -- Fresh Advantage, Redi-Cut Foods and Fresh Express -- will operate under the corporate brand name of Fresh Express.
Under the change, which is effective immediately, the division will operate as Fresh Express Retail and Fresh Express Foodservice. PFG acquired Redi-Cut Foods and Fresh Express over the last couple years and combined them with Fresh Advantage to form its fresh-cut division.
Since that time all three companies have been engaged in an intensive integration process to combine and streamline key systems and resources.
Chief executive Tom Lovelace said the decision to unify under the Fresh Express brand name signals the rapid progress of the integration as well as an optimized and strengthened operation.
"As we transition to a single company, we have chosen to proceed with the well-respected Fresh Express name as an outward symbol of our combined strengths. The Fresh Express brand name is already well known nationally in the value-added fresh-cut industry and reflects a solid reputation for leadership, quality, service, and innovation -- all attributes that now convey our current and collective competencies, vision, and values," said Lovelace.
Fresh Express will continue to use the Redi-Cut label for a group of foodservice products to be marketed by the fresh-cut segment. The Fresh Advantage brand name will be used within the PFG distribution business.