San Francisco Wholesale Produce Market rebrands

The San Francisco Wholesale Produce Market is rebranding with a new, shorter name — The SF Market — and a new look to highlight the market’s role in the Bay Area’s food economy.

The market’s 31 produce vendors include wholesalers, distributors and online grocery delivery companies, according to a news release.

The rebranding effort comes as the market has signed a 60-year lease with the City of San Francisco and recognition as a historic asset by San Francisco’s Legacy Business Registry.

The SF Market name and logo, developed by Trinity Brand Group, will be on the market’s website, on market signage and on merchant trucks, according to the release.

“With its innovative track record of helping food businesses grow at every stage and size, The SF Market has played an instrumental role in how the Bay Area has evolved into a leading food destination,” Matthew Youngblood, co-founder of Trinity Brand Group, said in the release.

“We have been thrilled to have the expertise of Trinity Brand Group behind us as we took this important step to rebrand our organization,” Larry Brucia, president of the board of directors, said in the release. “Through our collaboration with Trinity and the roll-out of our new look, our goal is to increase awareness of the enormous positive impact of The SF Market and to connect with food purveyors and the community in a bigger, better and more meaningful way than ever before.”

The SF Market is currently working on a $96 million reinvestment project to upgrade and expand the facility in Bayview-Hunters Point, including an 80,000-square-foot building, according to the release.