The
island’s supermarket that shoppers trust has rebranded after nearly
39 years.

For
the better part of the last year, the Foster’s team has been
working to refresh the brand and are excited to announce that
Foster’s Food Fair – IGA has rebranded to simply, Foster’s.

The
name change isn’t the only new element to Foster’s rebrand. The
company now dons a new logo and completely new visual identity.
“Although we have a new name, logo and visual identity, we’re
still the same company built on family values, integrity, honesty and
community-spirit that you have gotten to know over the course of the
years” said Marketing Senior Manager, Julian Foster.

Nearly
39 years ago, founders David and Steve Foster, set out to create a
supermarket with fresh, quality groceries. They set out to create a
store in which the community could interact with each other and feel
a sense of warmth and welcome every time they stepped through the
front door. “We’re building on our history, commitment to care,
and connection with our customers, to go beyond groceries and offer
our customers a shopping experience that makes them smile” said
Managing Director, Woody Foster. “Part of this involves addressing
those areas we’re still working on as a company, like our
commitment to the environment which we’re actively addressing
internally” says Woody.

Foster’s
new strap line, Better
Because We Care,
is built on its 39-year-old predecessor, We
Care.
“We Care has always been at the core of our identity. Removing
those words from our branding would be equivalent to erasing our
existence. That’s why we decided to build on it instead.” Says
Woody. “Without our customers, we don’t exist, and because we
care, we continuously strive to be better at everything we do. Our
strap line is a reassuring reminder to our customers that they can
depend on us to deliver better value on life’s essentials, as well
as on the things that make life special” says Julian.

What
does this mean for their products and services? “You’ll still
find the same great value, name brand, and specialty products you
find in store now, and our prices are definitely not changing. Our
customers care about value, choice and quality, so we offer an
ever-expanding range of products at affordable prices. What our
customers care about, we care about too” says Julian. While IGA is
no longer in their name, the brand will still be available for
purchase in all their supermarket locations.

Foster’s
has begun making the change to their company’s visual identity in
store, on their buildings and trucks, and internally. While they
continue to do so over the coming weeks, the community will see a mix
of both their old and new branding. They expect the majority of the
rebrand to have been completed by the time their new location in
Camana Bay opens this fall.