The Heniff family of companies plans to rebrand its North American food-grade operations as Heniff Food Grade. The division previously operated as Carry Transit, which Heniff acquired as part of its 2019 purchase of Superior Bulk Logistics.
The rebrand includes a new “viper-blue” logo for food-grade trucks and trailers, Heniff reported.
“As we closed last year with a great deal of M&A activity in the food-grade space, we felt that a rebrand offered us a great opportunity to integrate those acquisitions under one recognizable service brand,” Bob Heniff, Heniff Transportation Systems founder and CEO, explained in a news release.
“The new Heniff Food Grade operation strengthens our identity under the new name and simplifies our market presence for our many stakeholders.”
Beyond the updated name and logo, the new branding allows Heniff to simplify its organizational structure and solidify its chain of command. It also consolidates the company’s departmental service offerings under one team exclusively focused on safety and service for both external and internal customers across Heniff’s multi-modal network.