Private label dairy-rooted supplier rebrands
Darifair Foods, a provider of functional ingredients for private label foodservice and manufacturers, with roots in dairy such as private label sour creams, has rebranded to emphasize its growth beyond the dairy sector.
The Jacksonville, Fla.-based company is now Rubix Foods. The change was made to highlight its evolution since Darifair began in 1985 and now serves a wide variety of business-to-business customers in a full spectrum of food solutions, the company said.
In its dairy roots, the company became the nation's largest producer of portion-controlled private label sour cream packets and has moved into many other areas, priding itself on problem solving.
“Our size and structure allow us to solve dynamic challenges — from research to rollout — in a smart and nimble way, pertinent for the fast-moving 21st century food world," said CEO Andy Block. "Fittingly, we wanted a new name that was unique and ownable, that was easy to remember and that honored the legacy of the Block family founders."
The Rubix Foods logo features a bright blue typeface as a reference to the company's historic branding, complemented with an eye-catching orange block that subtly nods to the Block family, which founded the company and has operated it for four generations.
The Rubix identity goes live today across all the company's platforms and will appear on the new 50,000 square foot corporate headquarters and Innovation Center slated to open in early 2022 about 10 miles away from the company's current location in Jacksonville.
"While we are definitely focused on the long-term picture of foodservice and manufacturing, we are also keenly aware of the current circumstances facing our customers, including supply chain interruptions, labor shortages and economic pressures," Block said. "More than ever, customers see the value of a comprehensive brain trust such as Rubix Foods in helping them track trends, explore new flavors and leverage ideal ingredients, all steered by our hands-on team at unparalleled speed."