Fresh Is the Word for Structural Concepts

Structural Concepts, a leading manufacturer of refrigerated and heated fresh food and chilled beverage displays and merchandisers for the retail and foodservice channels, continues to emphasize “Fresh” at the center of its go-to-market strategy.

The company overhauled its branding with a new tagline, “Delivering Fresh. Always.,” more than a year ago. Since then, the tagline has grown and evolved into a cornerstone of the manufacturer’s sales and marketing 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 sustainability and legacy of Structural Concepts Corporation.”

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. The resources provide best-in-class recommendations for optimizing sales through the use of the company’s portfolio of self-service and service displays and merchandisers.

Over the summer, Structural Concepts held the grand opening of its new Fresh Market Customer Innovation Center and Showroom at its headquarters in Muskegon, Michigan. Watch the video.

“This space is 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.”

The company has also launched its press room, Fresh Takes | Structural Concepts, a one-stop shop for media resources that includes its new Fresh Connections podcast series.

At this year’s National Restaurant Association Show, Structural Concepts unveiled its Fresh Café, a replica of a traditional quick-service restaurant. The café serves as an example of how and where its displays can be used, as well as how each can be effectively visually merchandised.

About Structural Concepts Corporation

Since 1972, Structural Concepts has consistently set the standard by bringing innovative, turnkey refrigerated and heated food display solutions to the market. Constantly innovating the art of fresh food presentation, making the desired more desirable, and improving the protection of perishables, the company has spent more than 50 years delivering attractive, reliable, temperature-controlled supermarket display cases when and where customers need them.