Food Bank of the Rockies is excited to debut its new mission statement, values, logo, and brand – a significant change for the 42-year-old organization. Read below for a Q&A with CEO & President, Erin Pulling, on the significance of this leap in the organization’s evolution.
What sparked this rebranding effort?
Two years ago, we dug deep and asked ourselves who are we today and how can we best serve our communities moving forward? And so, we set out to create an identity that reflects the organization we strive to be. Also, from a practical standpoint, our website was woefully outdated with major functionality issues, and our trucks were overdue for updates amongst other essential upgrades we needed to complete to keep our operations functioning smoothly. And so, through these efforts, we hope to better connect, better engage, and ultimately better serve our community. I hope it speaks to you as much as it does to me.
What went into developing the Food Bank of the Rockies’ brand along with its new strategic plan?
At Food Bank of the Rockies, we believe knowledge is power. So, we talked to those who share in our mission of nourishing people facing hunger: donors, volunteers, Hunger Relief Partners, staff, board members, community members, and more. We listened deeply, absorbed their feedback, and collectively developed our vision of who we are and who we aspire to be. We are now excited to intentionally move forward with our rebrand effort while taking into account everything we learned during these discussions.
Each organizational value and word in our mission statement, core strategy in our strategic plan, and element in our logo and illustrations exemplifies where we came from and where the organization is headed.
What does Food Bank of the Rockies’ new mission statement mean?
Food Bank of the Rockies ignites the power of community to nourish people facing hunger.
Nourish people facing hunger: We aim to provide nourishment with the nutritional quality and cultural relevance of food as an increasing priority. And we believe in using people-first language – people facing hunger rather than defining those we serve by their current circumstances.
Ignite: Our new mission statement is fiery and bold. So are we!
Power of community: Food Bank of the Rockies is a catalyst for people-powered generosity – inspiring gifts from donors and volunteers. Collectively, we are indeed powerful!
What does the new logo represent?
Our new logo is powerful, and we love that! We wanted it to reflect the diversity of the foods we provide while reflecting nourishing and nutritious items. Using the colors of food – raspberries, eggplants, avocados, and kale – Food Bank of the Rockies’ logo signifies taking root and growing to nurture our community.
And most importantly, the heart signifies our continually expanding community of donors, supporters, volunteers, Hunger Relief Partners, staff, board members, and clients who are collectively nourishing people facing hunger with passion and heart.
Can you share more about Food Bank of the Rockies’ new values?
Food Bank of the Rockies’ values embody our aspirational identity – the lens through which we put every organizational decision and our driving force.
Service: Giving of ourselves with compassion and humility for the benefit of others
Integrity: Consistently choosing what’s right and leading by example
Diversity, Equity, and Inclusion: Recognizing the value of different perspectives and life experiences to influence and impact strategic direction and our decision-making processes positively
Collaboration: Establishing a mindset of engagement and trust to build collaborative and supportive relationships with our internal and external partners
Innovation: Having the courage to disrupt the status quo with creative, forward-thinking solutions that intentionally push the boundaries to deliver mission success
What’s next? And how can supporters help?
We are thrilled for our next chapter and what that means for the communities we serve. Thanks to your support, Food Bank of the Rockies has risen to the challenges of 2020 and the 41 years that came before. Since that day in 1978 when our founder, Kathy Hackwith Groth, picked up bread from a neighborhood grocery store and delivered it to food pantries – now part of a network of Hunger Relief Partners, we have grown, and we intend to continue doing whatever it takes to show up for our community.
Rest assured, we’re here for the long haul, day in and day out, unwavering in our commitment to meet people where and when they need us most. If your heart calls you to help, please support our mission by providing a financial gift or volunteering. We need your help more than ever during these challenging times.
Thank you for being here right along with us to ensure that everyone in our community has the resources they need to thrive.
