In so doing, the organisation bid farewell to the name ‘CIAA’ – a well-known brand on the Brussels scene for almost 30 years.
The new name, FoodDrinkEurope will be complemented by a dynamic, colourful new logo comprised of three building blocks emblematic of the interconnection between Europe’s food and drink industry and the entire food chain.
The new name and logo will be rolled out across all communications tools as from today demonstrating an exciting evolution for the organisation, which proudly represents Europe’s first manufacturing sector (1).
The name FoodDrinkEurope ensures that the organisation is immediately identifiable to its members and to the outside world, as the body representing food and drink manufacturers' interests at the European level. The change to FoodDrinkEurope comes at a timely moment just ahead of the organisation’s thirty year anniversary, due to take place in October 2012.
The new logo takes the form of an open and aerial sign, which denotes dynamic movement, growth for the future, and linkages throughout the entire food value chain. This is symbolic of the importance of partnerships already forged with key stakeholders and food chain partners to date, and the commitment to continue to work in partnership in the future.
The unveiling took place at a special cocktail reception hosted in Le BELvue Museum, Brussels, in the company of FoodDrinkEurope members and staff and a wide range of stakeholders including representatives from the EU institutions, EFSA and partners from across the entire food chain as well as members of the press.
FoodDrinkEurope President, Jesús Serafín Pérez, commented: “This is an exciting moment for Europe’s food and drink industry as we unveil our new identity that will be more immediately identifiable to the outside world. Our new identity shows that we are moving with the times, our on-going commitment to transparency, dialogue, and working in partnership, in order to help tackle the big socio-economic and environmental challenges of the future and to drive smart sustainable growth for our industry and Europe as a whole.”
In addition, several high level guest speakers welcomed the launch of FoodDrinkEurope and short interventions were made by Catherine Geslain-Lannéelle, Executive Director of EFSA, Malcolm Harbour MEP, Chair of IMCO, Robert Madelin, Director General of DG INFSO, and Paola Testori Coggi, Director General of DG SANCO.
To mark the occasion, FoodDrinkEurope published a special commemorative cookbook complete with an impressive number of contributions from a wide range of food industry stakeholders, including EU officials, civil society representatives, media contacts and members of the FoodDrinkEurope Board.
Going forward, FoodDrinkEurope will build awareness of the new brand and its values. Transparency, openness, vibrancy and innovation will be key focal points of the new brand, founded on Europe's strong food and drink cultures and tradition.
For an overview of the new name and logo, together with highlights from the launch event and a viewing of the short video clip unveiling FoodDrinkEurope’s new visual identity, visit: www.fooddrinkeurope.eu.
(1) Europe’s food and drink manufacturing sector is Europe’s number one manufacturing industry in terms of turnover (€954 billion) and employment (€4.2 million jobs).