JACKSONVILLE, Fla. – CORE has unveiled a new brand identity and website, marking the latest step in its evolution since joining Acosta Group in 2021. Formerly known as CORE Foodservice, the company said the rebrand reflects its expanded capabilities across the away-from-home market, including new channel expertise, AI-powered tools, and operator insights.
CORE is Acosta Group’s dedicated agency serving the away-from-home market, helping manufacturers grow across restaurants, convenience stores, and other foodservice channels. The parent company has built a portfolio of specialized retail, foodservice, marketing, and merchandising agencies, positioning CORE to deliver integrated solutions for manufacturers, distributors, and operators across the foodservice landscape.
“We have grown with intention, expanding our solutions to meet the challenges our partners are facing and providing a one-stop shop for all of their needs,” said Travis King, president of CORE. “Our bold new name and look better reflects who we are today and leads us into the future.”
Founded in 1981 as an independent California food broker, CORE has significantly broadened its capabilities over the past five years. The company has added the San Francisco-based culinary consultancy The Culinary Edge, completed its Canadian footprint through a strategic acquisition, launched what it says is the industry's first adult beverage division, and expanded into additional away-from-home channels, including convenience retail. The company also reported year-over-year growth during that period.
“We identified the need to redefine our business to better meet and anticipate market demands,” King said. “Our ‘core’ philosophy has not changed. We work side-by-side with our partners to ensure success, but we’re bringing a much sharper, broader toolbox to the table.”
The agency is also developing multiple AI models to help clients better understand consumer behavior, improve associate training, and identify consumption trends.
CORE’s adult beverage division builds on the company’s longstanding beverage expertise by pairing culinarians and mixologists to help operators develop menus, create limited-time offers, and refine merchandising strategies.
“This was a natural extension of the work we’ve done in the beverage channel for decades,” King said. “Now we can bring a team of culinarians and mixologists to operators, working independently or in tandem, consulting on menu development and LTOs and showcasing product usage across multiple dayparts and items to create new on-trend purchase drivers.”
The company is also expanding its investment in operator intelligence through The Culinary Edge’s twice-yearly Pulse Report, which analyzes operator sentiment and consumer behavior. According to Graham Humphreys, president of The Culinary Edge, operators’ biggest challenge has shifted from labor and food costs to driving customer traffic as consumers become more selective about where and when they dine.
“Every occasion is an auction, and the future is about winning the occasion,” Humphreys said.
“This deep dive into operator and consumer mindsets allows us to bring valuable insights to our clients, charting trends and anticipating the course for the future,” King said. “It’s a great example of how CORE brings an informed, integrated and holistic approach to a complicated, ever-changing business.”
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