New England family‐owned redistributor of janitorial supply and food service disposables, Callico, has announced the launch of a new brand initiative. The rebranding will be evident in the unveiling of a new catalog and redesigned website next month.

“We wanted the Callico brand to be much more than a logo and colors.” said Al Nash, Callico’s general manager. “It has to be the sum total of who we are and what we stand for. We need to reinforce and live up to our values. Our new initiative enables each employee to serve our customers better.”

The new endeavor includes training for employees on practices and operations to align with Callico’s newly defined brand promise. This brand promise is partly embodied in Callico’s new tag line, “We deliver what we say”.

The new website brings Callico’s personality and core beliefs online by using real employees and statements directly from customers. A new video posted on the site will showcase Callico’s culture and best attributes. Callico.com will also include an upgraded online ordering platform. The company plans to announce a variety of additional enhancements in the New Year.

“We’re still the same company.” said Callico President, Mark Callahan, “We realize that our customers appreciate us and the way we serve them. We just want to maintain a culture of continual improvement. This initiative will enable Callico to remain strong into the future.”