Consumer demand for healthy products and ingredient transparency has reached an all-time high. So has the ability of Healthy Food Ingredients (HFI) to meet that demand.

To better reflect its passion to live up to its name, HFI is unveiling a new brand identity. The holistic campaign includes a new logo, the tagline “Cultivating goodness," a completely revamped website (HFIfamily.com), redesigned print advertisements and trade show visuals, and an expanded trade show presence.

“HFI’s total brand overhaul means the external face of HFI aligns with our internal mission and strategic actions. We want to be the ‘go-to company’ for manufacturers who need multiple ingredients and innovative solutions to make healthy products happen,” said Brad Hover, CEO at HFI.

He says the company’s recent growth demonstrates its commitment to making wholesome products more accessible globally. HFI now offers more healthy ingredients, broader processing capabilities, and unique marketplace collaborations.

The HFI family of brands includes SK Food International, Hesco/Dakota Organic Products, Suntava, and Heartland Flax. HFI is known for its leadership in providing non-GMO, organic, certified transitional, gluten-free, and identity preserved ingredients.