UK foodservice provider Bidvest 3663 will now be known as Bidvest Foodservice.

The change reflects the company’s drive to reinforce service excellence for customers and is part of a new company vision and values to be rolled out through an internal engagement programme.

From 1 July the company logo will appear across livery, signage and communications. The company website will also be rebranded and move to a new address –, while its email address will become

Andrew Selley, chief executive of Bidvest Foodservice, said: “Changing our name signifies much more than redesigning a logo. Our new identity marks a new era for Bidvest Foodservice in terms of culture, our structure and our operations. To be the best foodservice provider, we must be famous for providing service excellence and making life easier for customers, which in turn will help us build long-term relationships with customers.

“We have worked hard to review every aspect of the business with customer needs in mind, starting with the appointment of local depot general managers, who have a key role in supporting the drive for service excellence. This has enabled us to put decision-making closer to the customer, so that our teams can be more responsive to local needs.”

“As part of our review, we identified five key ingredients that our customers demand from their preferred foodservice supplier: from delivering service excellence and providing great food choices, to offering real value, being forward-thinking and employing the best team. These ingredients are the bedrock of our business.”