Case Study: The Authentic Food Company strengthens its brand and expands beyond Indian cuisine with 10 Associates

The Authentic Food Company aligns 3 sites with 10 Associates after 65 interviews

The Authentic Food Company, a B2B frozen food manufacturer, faced the challenge of evolving its brand to support ambitious growth. While it had a strong heritage in Indian cuisine, it needed to diversify into world cuisines and unite its operations across three locations following an acquisition. The company engaged brand strategists 10 Associates to ensure its brand was fit for purpose and could give it a bigger voice in the food services sector.

10 Associates conducted extensive research, including 65 interviews and workshops, to gather employee insights. This led to a redefined brand essence centered on "taste," which was brought to life through a new "Tastemakers" narrative and an updated logo that emphasized authenticity. The vendor simplified the company's values around its people, products, and partnerships, creating a unified and impactful brand to take the business forward.

The Authentic Food Company