Brothers International Unveils New Brand Identity to Reflect Its Growth as an End-to-End Ingredient Platform
ROCHESTER, NY — Brothers International Food Holdings, LLC unveiled a new brand identity and mission that better reflect the company it has become following years of organic growth, strategic acquisitions and continued investment in its capabilities. Through the years, Brothers has expanded the breadth of ingredients, services and solutions it provides to customers, and has built a global supply network spanning more than 30 countries. Today, Brothers is an end-to-end ingredient platform with the global footprint, customer and supplier relationships, scale and expertise to support customers from sourcing through commercialization.
“When we started Brothers 25 years ago, we could not have imagined the company it would become,” said Travis Betters, Founder and CEO of Brothers International. “We’ve come an incredible distance, but the last several years have been especially transformative. We have expanded what we do, where we do it and who we do it for. Today, we have broader capabilities, deeper relationships with customers and suppliers around the world and more opportunities for our employees than at any point in our history.”
As the business evolved, so did the need for a brand that more accurately represents Brothers and where the company is headed. “Our business has changed significantly, and it was time for our brand to catch up,” Betters said. “This new identity reflects the scale and momentum of Brothers today while staying connected to the entrepreneurial spirit and relationships that got us here. More importantly, it gives us a stronger foundation for where we want to go next.”
The launch comes as Brothers celebrates its 25th anniversary. The new identity will roll out across the company’s websites, sales and marketing materials, digital channels and other brand touchpoints, with its industry debut at the International Citrus & Beverage Conference (ICBC) in September.
The evolution of its business also prompted Brothers to renew the mission that guides the organization: “Our mission is to create a stronger, more connected food system and a world of opportunity for our customers, suppliers and employees.”
The new mission recognizes the connections at the heart of Brothers’ business, from growers and processors at origin to food manufacturers, retailers and consumers, and the company’s ability to create greater value across the global food supply chain.
Even as its business and reach have expanded globally, Brothers remains proud of its roots in Upstate New York. Founded in 2001, the company continues to maintain its headquarters in the community where its story began, while its U.S. footprint has expanded to include three offices across Florida.
To commemorate its 25th anniversary and give back to the communities that have supported its growth, Brothers will donate the equivalent of 25,000 pounds of fresh fruit across the communities it serves in 2027.
“Growth means more when it creates opportunity for others,” Betters said. “That applies to our customers, our suppliers and our employees, but it also applies to the communities we call home. We’re incredibly proud of how Brothers has transformed over our first 25 years, but we’re nowhere near finished. Twenty-five years is a milestone, not a finish line.”
Brothers International Food Holdings, LLC
Brothers International Food Holdings, LLC., headquartered in Rochester, New York, is a leading global provider of natural fruit ingredients and products for the food and beverage industry. The ingredient division of Brothers International includes Brothers Ingredients, Dennick FruitSource, Hosh International, and Food Partners which are full-service direct importers, distributors, and suppliers of bulk packaged fruit ingredients. Brothers International is also the parent company of Brothers All Natural, a business comprised of leading branded and private label freeze-dried fruit snacks. Both branded and private label products can be found at retailers nationwide. For more information, please visit www.brothersinternational.com.
Contact:
Brothers International Food Holdings, LLC
Elaine Naum
Marketing Director
enaum@brothersinternational.com
(585)343-3007 x119
