True Grade, a leading logistics provider and food and beverage (F&B) distributor to the cruise, hospitality, and grocery sectors, has announced the consolidation of its retail, cruise, and fresh division brands into one unified, consumer-facing brand. This strategic move aims to streamline the company’s public image while maintaining operational continuity across its divisions.
No Operational Changes, Just a New Public Face
The consolidation will not affect the operational responsibilities of any of True Grade’s three divisions. The rebranding effort focuses solely on the company’s public-facing and retail product brand. Additionally, we communicated the decision to partners and customers through a company-wide email newsletter.
“Consolidating our brands was not a decision we made lightly,” said Antonio Malave, co-founder and CEO of True Grade. “This process will take many hours of work, but we are excited and confident it is the right move. It will better reflect our commitment to the environment and sustainable sourcing. As we continue expanding across the U.S. and internationally, it’s important that people recognize all of our products and services as first-rate in reliability, quality, and transparency.”
New Logo and Slogan Reflecting the Company’s Core Values
As part of this brand consolidation, True Grade has unveiled a new logo that retains its iconic “T.” The top of the logo represents a dining table. The curves symbolize an outreached hand, highlighting the company’s commitment to hospitality and service. The logo features dark Ocean Blue to represent the company’s seafood origins. Sustainable Green emphasizes dedication to land-based proteins and environmental sustainability.
The company’s new slogan, “A Grade Above,” will accompany the logo. “This slogan embodies our youthful and motivated corporate culture. As well as our dedication to going a step beyond what’s expected for our partners and customers,” added Malave.
About True Grade LLC
Founded in 2012 by Christopher Wheeler and Antonio Malave, True Grade has evolved from a small, fresh seafood provider into a major player in the F&B supply chain. Known for its transparency and integrity, True Grade curates the highest-quality food & beverage product lines, private label services, and third-party logistics.
True Grade offers sustainable solutions and builds meaningful relationships with stakeholders. The company continues to expand from regional and national coverage into a global player in the food and beverage industry. True Grade’s product line includes fresh and frozen seafood, proteins, beverages, and grocery items.
