TAMPA BAY, FL - After pioneering one of the first pooled reusable plastic container (RPC) businesses 20 years ago, IFCO is launching a global brand campaign to realign the company’s image with its mission. The new Let’s eat campaign will focus on IFCO’s goal to help customers deliver fresh, high-quality food to consumers around the world, and will launch globally on September 13th.

“The Let’s eat campaign is all about the important human connection that we at IFCO, our grower and retail customers, and the entire fresh food supply chain represent. We are all about, at our best, helping the world eat and live better. When we work together, great things are possible,” said Hillary Femal, VP of Global Marketing at IFCO. 

After seeing a successful 2016 fiscal year, in which annual revenues reached $992 million USD, a 16% growth over prior year, the company aims to reinforce its growth strategy through the campaign. By adopting the tagline, “A better supply chain serves us all. Let’s eat,” the company is inviting everyone to join at the table in bringing fresher, high quality food to tables around the world. The tagline will be paired with imagery focusing on scenes of people eating with friends and family. IFCO will also begin using “A Brambles Company” to communicate the relationship with its parent company.

“Our customers worldwide are focused on delivering the freshest food to consumers in the most efficient way possible, and we are committed to helping them achieve this,” said IFCO CEO Wolfgang Orgeldinger, according to a statement. “Our business is growing because IFCO RPCs reduce costs and environmental impact, and improve product quality and efficiency throughout the supply chain.”

The roll-out will begin with the company website and blog, and expand to any channels used to communicate with customers. Additionally, IFCO plans on bringing an updated booth display to the PMA Fresh Summit in October.

According to IFCO, the process started in speaking with the company’s closest retail and grower customers to understand what IFCO means for their businesses, it then extended the question to internal stakeholders. The consistent finding was that there was a subtle but important shared link in the supply chain which focuses on the goal of bringing higher quality food to the end user.

Femal added, “The common goal around the consumer felt like a natural place to go, as everyone in this industry works toward this, in one way or another. Saying ‘Let’s eat’ allows us to speak simply about something which we all care about and partake in both at work and at home with friends and family.”

Since the beginning, IFCO has known its focus is on the ways in which RPCs are able to efficiently and effectively move product from the grower to the retail, and that high standard is something the company intends to maintain. However, Femal concluded, that is not the full extent of what the company represents, and this campaign will help refocus on what is important.

IFCO