US Foods shrugs off Sysco merger for its 'Just Taking Off' campaign

By Carolyn Heneghan | July 1, 2015 

Dive Brief:

• After the preliminary injunction posed on its potential merger with Sysco, and Sysco's subsequent withdrawalfrom the deal, US Foods is relaunching the company via a campaign: "Just Taking Off."
• While the merger was going on, US Foods didn't stop innovating. The company "invested millions of dollars in technology and building upgrades, including the construction of new LEED-certified facilities to serve markets in Boston and Jackson, Miss," according to Meat + Poultry.
• As part of the campaign, "customers can expect to see more innovative and exclusive Scoop items that help foodservice operators explore new food trends while satisfying consumer demand for healthy and flavorful menu options. Innovations to the company’s Food Fanatics program are in the mix to enhance food industry experiences with food and business consultation," Meat + Poultry reported.

Dive Insight:

It's not surprising that US Foods had this campaign in its back pocket while the company waited to see how all would turn out. The merger had been mired in regulatory hurdles for a long time, prompting the two companies to even offer todivest 11 of its facilities. Now that Sysco has walked, US Foods is not just moving on but moving forward. It couldn't be expected that either of the top two foodservice companies in the country would rest on its laurels just because it has a merger on the books.

"Throughout the unique environment of the past 18 months, we’ve continued to serve our customers by never forgetting what we’re about: delivering great food, cultivating talented food people and making it easy for our customers to work with us," according to John Lederer, president and CEO. "It’s because of this unwavering dedication that I can confidently say that we are ready to take this company to the next level."