Bidvest Foodservice has announced that from 3 April 2017 it will be trading under the new name of Bidfood.
It was confirmed to Catering Insight that the group’s independent catering supplies businesses, Bidvest Catering Supplies, Bidvest Catering Equipment and Bidvest Hospitality Design, will also change to reflect the new name.
The rebrand follows the separation of the global Bidvest Foodservice businesses from the Bidvest Group, when it listed independently on the Johannesburg Stock Exchange in May last year.
The listing means that Bidvest Foodservice UK, along with the other Bidvest Foodservice businesses around the world, will all change their name to Bidfood reflect this.
Chief executive Andrew Selley said in choosing the new name, it was important to retain a link to the company’s heritage as well as to reflect what is at the very heart of the business.
“It’s no secret that as our business has evolved over the years, so too has our name,” he said.
“When we made the move from Bidvest 3663 to Bidvest Foodservice, we also launched a new mission, vision and employee values, all centring on service excellence and offering the best customer experience in the market.
“Although our name is changing, these principles and our wider business priorities remain firmly in our focus, and I believe this is a stronger brand for us and for our Bidfood businesses globally.
“We’re passionate about delivering service excellence, making life easier for customers and helping them to grow, and over the last 18 months we’ve been focused on making important internal changes to meet customer needs now and in the future.”
There will be a short period of transition from April, where the new name and logo will be introduced in phases across the business including the corporate website, fleet livery, and depot signage.