Southeastern Mills, maker of Better Than Bouillon and Louisiana Brand Hot Sauce – and a major supplier to the American food service industry – has announced a complete rebrand to Summit Hill Foods.

The rebrand is said to be the result of a year-long effort that includes the new company name, brand manifesto, company logo, and corporate and foodservice websites.

Peter Hjort, president of the newly branded Summit Hill Foods, says the need for a name that more closely aligns with the company’s goals and global reach as being the primary reasoning behind the rebranding effort.

“Throughout the rebranding process, we were reminded of who we are at our core and what our ambitions and goals are for the future,” explains Hjort. “Our goal was to land on an identity that encapsulated our principles and global positioning, and we firmly believe that Summit Hill Foods captures that sentiment.”

The new brand identity for the fourth-generation family company is the result of a collaborative process that is claimed to pay homage to the company’s heritage and historic roots

“For us, Summit Hill Foods is friendly and approachable and references our commitment to superior quality,” Hjort continues. “At the same time, Summit Hill Foods alludes to a pastoral sense of place and our enduring commitment to offering our global customer base the best in all that we do.”

Since 1941, Summit Hill Foods has grown from its roots in Rome, Georgia to delivering ingredient solutions on a global scale. Today, the company operates six manufacturing facilities across the USA and markets nationally distributed brands including Better Than Bouillon, Louisiana Brand Hot Sauce, Southeastern Mills, Shore Lunch, and Better Than Gravy.

Although Summit Hill Foods’ consumer business will maintain the brand names consumers know today, including the Southeastern Mills-branded mixes, foodservice customers can expect all custom solutions to shift under the new Summit Hill Foods brand, including products from the recently acquired JMH business.

“While we’ll be going by a new name, our customers can remain confident they will continue to receive high-quality partnership and support from our team. We are excited to begin this new chapter alongside our team and customers,” says Hjort.

Source: Summit Hill Foods