Warren, Michigan-based Lipari Foods has launched an evolved customer-first strategy, refreshed master brand identity, owned brand refresh, new insights publication and expanded retail services designed to help retailers navigate today’s faster-moving food landscape.
The company is positioning itself as “Global Food Experts,” offering a refined, connected approach to bringing global and specialty foods to retail backed by people, tools and services.
The strategy addresses shifting shopping and eating habits as global flavors become part of everyday life and retailers face pressure to deliver value and consistency.
“This is an evolution, not a revolution,” said Stuart Schuette, CEO of Lipari Foods. “We’ve always stayed close to our customers, anticipated what they need next, and earned trust through strong execution.
“This strategy sharpens that focus and brings clarity to how we show up at scale for retailers, partners, and the shoppers they serve.”
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Updated brand identity, portfolio
Lipari evolved its master brand identity to better reflect its position as “Global Food Experts.”
The updated identity, including an evolved logo, will roll out across the business, including on the road, at events, online and through customer and partner touchpoints. The company’s core belief remains “Great Food Deserves to be Discovered.”
Five owned brands will debut a fresh look in March, designed to make it easier for shoppers to spot and discover the brands. Lipari distributes 33,000 performing products across global and specialty foods sourced from more than 22 countries.
New insights publication, retail services
Lipari also announced The Forkcast, a proprietary, trend-forward publication designed to help customers stay ahead of demand.
Built on shopper insights and category expertise, The Forkcast tracks what’s emerging in global food culture and translates it into ideas customers can use before shoppers start asking for products.
The distributor is expanding its retail services to help customers move faster and execute smarter. The services include tailored insights, category management support, custom planograms and at-shelf advantages connecting strategy to in-store performance.
The tools help customers build optimized assortments, differentiated experiences and sustained momentum.
Enhanced partnerships, fleet updates
Lipari’s evolved strategy reinforces its commitment to working with suppliers and broker partners across North America and around the world to bring the right products to market, accelerate innovation and deliver dependable execution.
Lipari’s fleet is rolling out with a refreshed look as part of the master brand evolution, backed by seamless, consolidated delivery. With one truck serving 10 categories, customers get greater efficiency, less hassle and dependable service that keeps shelves stocked.
The strategy will be showcased in March during Lipari’s Passport to Flavor Food Show, a private industry event that brings together hundreds of booths and brands, thousands of items and thousands of attendees.
An independent distributor built around global and specialty foods, Lipari Foods serves customers through 67 depots across 32 states.
It delivers products across 10 categories including deli, bakery, frozen/dairy, specialty grocery, international specialty, meat/seafood, packaging, confections, foodservice/prepared foods and convenience.