Royal Food Service is a family-owned, $200 million fresh food distributor in the Southeast. Founded in 1994, Royal prides itself on its ability to not only deliver organic, locally sourced produce to its customers, but also to extend its familial relationships to its clients, farmers, and the community.
But the company had difficulty articulating its brand narrative. As the company grew and the market became more competitive, the brand had become to be perceived as just another “big box” provider, and found it difficult to articulate their brand narrative.
Fortunately, Royal has a wonderful story to tell, from its local partnerships, to the quality of the products and service, and they chose Phase 3 to conduct a rebrand of the organization and help reposition them in the marketplace.