Washington D.C. – The National Grocers Association (NGA) has unveiled a comprehensive rebranding, including a new logo.

“NGA’s new logo and imagery, and updated messaging, deliver a fresh look and reinforces our mission: to ensure independent, community-focused retailers and wholesalers have the opportunity to succeed and better serve consumers through our policies, advocacy, programs and services,” said Greg Ferrara, president and CEO of the trade group. “Independent community grocers and their wholesaler partners are critical to the strength and vitality of the people they serve. By advocating for the growth and continuing innovation of these independent business leaders, we help bring choice, convenience and value to hard-working Americans, and ensure ongoing economic advancement and prosperity for our country.”

The central organizing theme of NGA’s rebranding, the first since the organization was founded in 1982, is focused on the new tag line, “At the Heart of the Community,” which emphasizes the importance of independent community grocers to their markets as drivers of the economy and supporters of local families.

The new logo, supporting graphics and color palette provide a more contemporary look, while enhanced messaging stresses and celebrates community, which is both the source and recipient of support for local independent supermarkets.

Independent community grocers are the true entrepreneurs of the grocery industry, according to NGA. Privately owned by families, or by employees, these retailers operate a variety of retail formats based on the needs of the local community. NGA said it represents independent community grocers in every congressional district across the country, where they’re at the heart of local communities, providing jobs and boosting tax revenue while bringing choice, convenience and value to hard-working Americans.

“NGA is the singular voice for the true entrepreneurs of the food industry, who model business leadership and a strong commitment to civic life while providing their neighbors quality goods and nourishing foods. From the four corners of your local grocery store to the four corners of this nation, NGA will continue to advocate and serve as the central hub for the independent grocery industry under this new brand,” Ferrara said.

The logo and other graphic elements of the rebranding were created by Alexandria, Va.-based branding and marketing agency Grafik, assisted by NGA staff and with input from a task force composed of NGA-member companies.