Structural Concepts Corporation continues to put “Fresh” at the center of its go-to-market strategy.  Since overhauling its corporate branding nearly two years ago, the mission of “Delivering Fresh. Always.” has served as the foundation of the manufacturer’s sales, marketing, and product development efforts.

“The basis of our brand is delivering fresh, always,” said Danielle McMiller, Vice President of Marketing.  “In addition to preserving the quality of fresh food at the highest levels, our tagline, and each word within it, can be translated into distinct competitive advantages. ‘Delivering’ stands for our fastest lead times and setting the industry standard for quality which stems from our operational excellence. ‘Fresh’ can be identified by our product innovation and proactive customer relationships, and ‘Always’ demonstrates the consistency and reliability of our products and the over 50-year sustainability and legacy of Structural Concepts Corporation.     

Going above and beyond the physicality of the fresh food display, the new Fresh Perspectives | Structural Concepts initiative offers foodservice operators a wealth of resources including best practices, merchandising tips, how-to videos, and a series of guidelines to increase consumer engagement by providing best-in-class recommendations in how best to optimize sales by utilizing its portfolio of self-service and service displays and merchandisers.

With the unveiling of its Fresh Market Customer Innovation Center and Showroom at its headquarters in Muskegon, Michigan, Structural Concepts can now provide visitors with various store-on-the-floor foodservice applications involving its line of merchandisers as well as previewing new, innovative solutions.  “This space designed to cultivate the most creative and collaborative process possible to demonstrate the uniqueness and viability of its products,” said McMiller. “It is representative of our never-ending pursuit of Delivering Fresh. Always.  

Structural Concepts also recently launched its press room, Fresh Takes | Structural Concepts, a one-stop shop for all media applications.  Users can now immediately access press releases, news articles, and a vast collection of tools and resources.  Prominently highlighted in the press room are the numerous industry awards the company has received as well as a media library of episodes of its new Fresh Connections podcast featuring insights from experts within the foodservice merchandiser category.  

After presenting its Fresh Café quick-service restaurant concept at this past National Restaurant Association Show, Structural Concepts will be showcasing a transformational space at the upcoming NAFEM Show booth by giving attendees the opportunity to see how Structural Concepts’ displays and merchandisers, including several new market introductions, seamlessly blend into multiple selling environments.

Creating various simulated foodservice marketplace scenarios, Structural Concepts’ booth layout encompasses individual experiential sections including the SC Café (Restaurant), Stop & Carry (C-Store), The Market (Healthcare, Education B&I, T&E), and Savory Corner (Supermarket).

For more information, go to www.structuralconcepts.com