The Food Marketing Institute is shortening its name to just its initials and debuting a new look to go along with the rebrand.

The Arlington, Va.-based association announced Tuesday that it had changed its name to FMI-The Food Industry Association. The group also unveiled a new logo ditching the former logo's barcode.

"FMI provides the most productive forum for connecting and holding constructive dialogue across the food industry," FMI CEO Leslie Sarasin said a statement. "Driven by consumer relevance, we are in the business of food, wherever it is bought, sold or produced, and we are well-positioned to represent everything in the shopping basket—and work closely with every participant in the marketplace."

FMI last redesigned its logo in 2012. The new look and name reflects changes in the association itself, which has expanded its membership criteria, said Joe Sheridan, chairman of FMI's board of directors.

"As our customers change, so do our industry and our association to better serve and reflect their needs," he said. http://bit.ly/37hmzaL

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