Foster’s supermarket rebrands

Cayman Compass is the Cayman Islands' most trusted news website. We provide you with the latest breaking news from the Cayman Islands, as well as other parts of the Caribbean.
Cayman Compass is the Cayman Islands' most-trusted news website. We provide you with the latest breaking news from the Cayman Islands, as well as other parts of the Caribbean.

Readers who have been wondering about the appearances of a single blank blue page in some editions of the Cayman Compass in recent weeks now have their questions answered.

The blue page was part of a rebranding campaign by Foster’s Food Fair – IGA, which will now be know simply as Foster’s, the company revealed on Friday.

According to a press release, the company also has a new logo and completely new visual identity.

“Although we have a new name, logo and visual identity, we’re still the same company built on family values, integrity, honesty and community spirit that you have gotten to know over the course of the years,” Marketing Senior Manager Julian Foster said in a press release.

He said that nearly 39 years ago, founders David and Steve Foster set out to create a supermarket with fresh, quality groceries. “They set out to create a store in which the community could interact with each other and feel a sense of warmth and welcome every time they stepped through the front door,” he said.

Woody Foster, the company’s managing director, said in the release, “We’re building on our history, commitment to care, and connection with our customers, to go beyond groceries and offer our customers a shopping experience that makes them smile.

“Part of this involves addressing those areas we’re still working on as a company, like our commitment to the environment which we’re actively addressing internally.”

Foster’s new strap line, Better Because We Care, is built on its 39‑year-old predecessor, We Care.

“We Care has always been at the core of our identity. Removing those words from our branding would be equivalent to erasing our existence. That’s why we decided to build on it instead,” Woody Foster said.

“Without our customers, we don’t exist, and because we care, we continuously strive to be better at everything we do. Our strap line is a reassuring reminder to our customers that they can depend on us to deliver better value on life’s essentials, as well as on the things that make life special,” Julian Foster added.

He said customers can expect to find the same name brands and specialty products as before, and that prices will “definitely not change”.

While IGA is no longer in their name, the brand will still be available for purchase in all their supermarket locations, he said.

Foster’s has begun the change to their company’s visual identity in stores, on buildings and trucks, and internally, but in the meantime the community will see a mix of both their old and new branding.

The company expects the majority of the rebrand will have been completed by the time its new location in Camana Bay opens this autumn.

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1 COMMENT

  1. I truly don’t think anyone cares whether the supermarket is called Fosters Food Fair or Fosters.
    The best way of showing “you care” is by charging reasonable prices and removing out of date products from the shelves.

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