Upfresh Rebrand 2022

Upfresh, formerly Fermette Food Group, is a Belgian B2B fresh-food distributor. The family holding had a muddled brand architecture, shop managers saw only a distributor rather than a partner, and competitors already owned heritage. Skinn's 2022 rename and repositioning leaves Fermette in the past and points to a future built with customers, as a partner that helps shops grow with a wider, more sustainable range, new tastes and fresh advice, under a name that combines up and fresh.