The United Fresh Produce Association has formally announced its new association logo and redesigned website at www.unitedfresh.org. “January is symbolically a time of fresh starts,” said Tom Stenzel, United Fresh president and chief executive officer. “As we move into the new year, this transition comes with a new look for our association and a new user-friendly website designed to align with our mission of providing the resources and expertise companies need to succeed.” The new brand aims to elevate the association’s mission to build a stronger connection across the United Fresh supply chain, encompassing grower-shippers, fresh-cut processors, wholesaler-distributors, retail-foodservice operators, floral, and industry service providers. This is expressed visually within the modern element—the halos—paired with a traditional type treatment representing the association’s history of more than a century of dedication to the produce industry.