On October 2-4, five top US Foods chefs showcased the company’s diverse offerings and debuted new menu concepts at the StarChefs 2011 International Chefs Congress in New York City. The culinary experts prepared menu items at the US Foods exhibition booth using both new and existing products that chefs can easily incorporate into their menus.

New York mixologist and sommelier Eric McCall added his skills to those of the US Foods chefs, as did Zach Young, executive pastry chef and former star of Bravo TV’s “Top Chef Just Desserts.” Both conducted demonstrations at the US Foods booth.
Previously known as US Foodservice, US Foods’ successful showing at the StarChefs Congress came just days after the $19 billion company—the 10th-largest private company in America and a leading foodservice distributor—unveiled its new corporate name and brand identity reflecting its strategic focus on creating a better food offering and an easier service experience for customers.

“Our new name and brand image are a reflection of the many customer-focused improvements now underway at US Foods,” says John Lederer, president and CEO. “We traveled the country and listened carefully to what our employees and customers had to say about how we can improve: provide better, more relevant and innovative food choices and make it easier for our customers to do business with us. We believe this is a recipe for mutual success.”

In addition to changing its name to US Foods, a new logo and tagline have begun appearing on trucks, products and in other areas. With vibrant orange and green food colors and a bold, simple design, the new image expresses confidence and a fresh outlook.

Building on a strong foundation as one of America’s leading foodservice distribution companies, the new vision is inspired in part by the rich history of the many companies that came together to form US Foods. Beginning with the immediate launch of a line of new and innovative products exclusive to US Foods, the company is working to provide customers with better products, more intuitive tools and technologies, and thoughtful service solutions and information, all underscored by this forward-looking image transformation.

US Foods operates 64 test kitchens across the country, including a state-of-the-art Culinary Innovation Center in Rosemont, Ill., where US Foods chefs help customers stay abreast of culinary trends, increase sales and manage costs. In addition, a team of US Foods chefs and product developers regularly travel the world in search of new flavors and ideas to bring home to customers. As a result, US Foods has introduced more than 800 new products in 2011, and this month will launch two new brands including Chef’s Line, a new line of chef-inspired, time-saving foods that demonstrate the company’s innovative approach to product development.

“US Foods is committed to creating better, more innovative products that leverage our food expertise and market position, and to making the customer-service experience easier every step of the way,” Lederer says. “Our new brand supports and advances both of these goals.”

Information about US Foods, including new products such as authentic tandoori naan, chicken osso buco, hand-wrapped empanadas and crème brûlée, can be found at www.usfoods.com.