HF Foods Group Inc. Rebrands and Launches Innovative E-Commerce Platform Dedicated to International Foodservice Solutions in the U.S.
HF Foods Group (NASDAQ: HFFG), a leading distributor of international foodservice solutions to Asian restaurants in the US, has launched a new e-commerce platform and unveiled a refreshed brand identity. The platform will allow restaurant employees to purchase specialty products alongside regular restaurant deliveries, utilizing the company's existing delivery infrastructure.
The initial rollout will begin in North Carolina, Florida, and Utah locations, serving thousands of existing customers. The company also introduced a new green and gold logo with an infinity symbol, emphasizing its focus on technology and logistics. The new tagline, "Specialty Food is Our Specialty," signals plans for expansion into additional international restaurant verticals.
HF Foods Group (NASDAQ: HFFG), distributore leader di soluzioni internazionali per la ristorazione asiatica negli Stati Uniti, ha lanciato una nuova piattaforma e-commerce e presentato una nuova identità di marca. La piattaforma permetterà ai dipendenti dei ristoranti di acquistare prodotti specializzati insieme alle consegne ordinarie, sfruttando l'infrastruttura di consegna esistente dell'azienda.
Il lancio iniziale avverrà nelle sedi di Carolina del Nord, Florida e Utah, servendo migliaia di clienti già presenti. L'azienda ha inoltre introdotto un nuovo logo verde e oro con un simbolo di infinito, sottolineando l'attenzione alla tecnologia e alla logistica. Il nuovo slogan, "Specialty Food is Our Specialty", indica l'intenzione di espandersi in ulteriori segmenti internazionali della ristorazione.
HF Foods Group (NASDAQ: HFFG), distribuidor líder de soluciones internacionales para servicios de alimentos en restaurantes asiáticos en EE. UU., ha lanzado una nueva plataforma de comercio electrónico y presentado una identidad de marca renovada. La plataforma permitirá a los empleados de los restaurantes comprar productos especializados junto con las entregas habituales, utilizando la infraestructura de entrega existente de la empresa.
El despliegue inicial comenzará en las ubicaciones de Carolina del Norte, Florida y Utah, atendiendo a miles de clientes actuales. La empresa también presentó un nuevo logo verde y dorado con un símbolo de infinito, enfatizando su enfoque en tecnología y logística. El nuevo lema, "Specialty Food is Our Specialty", señala planes de expansión hacia otros sectores internacionales de restaurantes.
HF Foods Group (NASDAQ: HFFG)는 미국 내 아시아 음식점에 국제적인 식품 서비스 솔루션을 제공하는 선도 기업으로, 새로운 전자상거래 플랫폼을 출시하고 브랜드 아이덴티티를 새롭게 선보였습니다. 이 플랫폼을 통해 식당 직원들은 기존 배송 인프라를 활용하여 일반 식당 배송과 함께 전문 제품을 구매할 수 있습니다.
초기 롤아웃은 노스캐롤라이나, 플로리다, 유타 지역에서 시작되며, 수천 명의 기존 고객을 대상으로 합니다. 회사는 또한 무한대 기호가 포함된 녹색과 금색의 새로운 로고를 도입하여 기술과 물류에 대한 집중을 강조했습니다. 새로운 태그라인인 "Specialty Food is Our Specialty"는 추가 국제 식당 분야로의 확장 계획을 나타냅니다.
HF Foods Group (NASDAQ : HFFG), distributeur leader de solutions internationales pour la restauration asiatique aux États-Unis, a lancé une nouvelle plateforme e-commerce et dévoilé une identité de marque renouvelée. Cette plateforme permettra aux employés des restaurants d’acheter des produits spécialisés en même temps que leurs livraisons habituelles, en utilisant l’infrastructure logistique existante de l’entreprise.
Le déploiement initial commencera dans les sites de Caroline du Nord, Floride et Utah, desservant des milliers de clients actuels. L’entreprise a également introduit un nouveau logo vert et or avec un symbole d’infini, mettant en avant son orientation vers la technologie et la logistique. Le nouveau slogan « Specialty Food is Our Specialty » annonce des projets d’expansion vers d’autres segments internationaux de la restauration.
HF Foods Group (NASDAQ: HFFG), ein führender Anbieter internationaler Foodservice-Lösungen für asiatische Restaurants in den USA, hat eine neue E-Commerce-Plattform gestartet und eine überarbeitete Markenidentität vorgestellt. Die Plattform ermöglicht es Restaurantmitarbeitern, Spezialprodukte zusammen mit den regulären Restaurantlieferungen zu kaufen und dabei die bestehende Lieferinfrastruktur des Unternehmens zu nutzen.
Der erste Rollout erfolgt in den Standorten North Carolina, Florida und Utah und bedient Tausende von Bestandskunden. Das Unternehmen stellte zudem ein neues grünes und goldenes Logo mit einem Unendlichkeitssymbol vor, das den Fokus auf Technologie und Logistik unterstreicht. Der neue Slogan „Specialty Food is Our Specialty“ signalisiert Pläne zur Expansion in weitere internationale Restaurantbereiche.
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Insights
HF Foods' new e-commerce platform leverages existing infrastructure to create a new sales channel targeting restaurant employees at no additional delivery cost.
HF Foods' new e-commerce platform represents a strategic expansion of their business model by creating a direct sales channel to restaurant employees alongside their traditional business-to-business restaurant supply operations. This approach is particularly noteworthy for its operational efficiency - the company can service this new customer segment using the same delivery infrastructure already serving restaurants, creating what they describe as "virtually no incremental delivery cost."
The platform's targeted rollout to North Carolina, Florida, and Utah locations demonstrates a measured approach, allowing for refinement before wider deployment. This gives thousands of existing customers access but limits initial execution risk. The selective customer approach also suggests they're prioritizing quality of implementation over speed.
From a digital transformation perspective, this represents a significant evolution for a specialty food distributor. Most foodservice distributors have focused exclusively on restaurant ordering platforms, not extending to restaurant staff. This platform effectively creates a B2B2C model without typical consumer marketing costs by leveraging existing business relationships.
The refreshed branding, with its emphasis on the infinity symbol highlighting technology and logistics capabilities, signals the company's intent to position itself as a digitally-forward player in what has traditionally been a less technologically advanced segment of the food distribution industry.
HF Foods creates an innovative dual-channel model addressing specialty food access gaps while leveraging existing delivery routes for operational efficiency.
In the specialty food distribution landscape, HF Foods' e-commerce initiative addresses a specific market gap they've identified - "food deserts" where specialty international ingredients are difficult to access. By enabling restaurant employees to purchase directly through their workplace connection, they're extending their reach without the substantial cost of building a separate consumer distribution network.
This dual-channel approach is strategically sound for several reasons. First, it potentially increases revenue density on existing delivery routes, a critical efficiency metric in distribution. Second, it strengthens relationships with restaurant accounts by providing an additional benefit their employees can access. Third, it creates a potential competitive moat around their customer relationships that would be difficult for competitors to replicate without similar infrastructure.
The company's tagline change to "Specialty Food is Our Specialty" coupled with their stated plans to expand into "additional international restaurant verticals" signals broader ambitions beyond their traditional focus on Asian restaurants. This suggests a strategic evolution toward becoming a more diversified ethnic food distributor, potentially competing more directly with larger broadline distributors who have historically underserved these specialty segments.
While many industry players have invested in e-commerce, few have successfully bridged the gap between business and employee service using a shared fulfillment model. This approach may represent an important innovation in specialty distribution if it drives meaningful adoption.
Latest milestone in Company’s transformation plan expands access to specialty products through a seamless digital experience and new branding
LAS VEGAS, May 06, 2025 (GLOBE NEWSWIRE) -- HF Foods Group Inc. (NASDAQ: HFFG) (“HF Foods” or the “Company”), a leading distributor of international foodservice solutions to Asian restaurants and other businesses across the United States, today announced the launch of a new e-commerce platform – a unique offering within the specialty foodservice industry to directly serve restaurant employees alongside HF Foods’ existing restaurant deliveries. Paired with the launch, HF Foods also debuted a new company logo and tagline that will update on the Company’s website and other applications in the coming weeks.
HF Foods will roll out access to this new, innovative platform to selective customers over the coming months. It will enable restaurant employees and owners to directly purchase HF Foods’ authentic, high-quality specialty products using the same delivery infrastructure already serving their restaurants. This model leverages HF Foods’ established global network of suppliers and robust distribution infrastructure to offer a cost-efficient, value-added channel in a seamless digital experience.
In addition, HF Foods’ new refreshed logo features a green and gold design, reflecting the Company’s innovative direction and high-quality product offerings. The infinity symbol embedded in the logo also underscores HF Foods’ renewed focus on technology and logistics – core strengths that enable it to serve a growing customer base with greater efficiency and scale. Its tagline, “Specialty Food is Our Specialty,” signals the Company’s plans to expand into additional international restaurant verticals.
“We are proud of this incredible milestone that will be available to our customers in the United States,” Felix Lin, President and CEO of HF Foods, said. “Our e-commerce platform represents the latest step in our digital transformation, aimed at delivering more value to our customers. They, along with our global suppliers, are the bedrock of our success as a full-service, broadline supplier and distributor of everything customers need. We’re expanding our service model in a way that drives growth, strengthens customer loyalty and operates with virtually no incremental delivery cost. This platform launch is a key part of our transformation plan and a meaningful catalyst for our continued operational excellence.”
HF Foods will initially launch the e-commerce platform at its North Carolina, Florida and Utah locations, making it available to thousands of existing customers. The platform utilizes the same fulfilment capabilities already offered to the Company’s growing portfolio of customers, allowing for better market penetration without incurring additional logistics costs.
“We believe major industry players have historically underserved the specialty and international foodservice market,” Mr. Lin continued. “As a result, people may have difficulty accessing the specialty products that they want due to proverbial ‘food deserts’ throughout the country. Our e-commerce platform is another way that HF Foods solves this need and continues to be an all-in-one source for quick, easy and economical ordering of specialty and international foods in the United States. This program is just the latest in how we are actively delivering on our commitment to operational excellence, efficiency and providing the most value for all our customers.”
About HF Foods Group Inc.
HF Foods Group Inc. is a leading marketer and distributor of fresh produce, frozen and dry food, and non-food products to primarily Asian restaurants and other foodservice customers throughout the United States. HF Foods aims to supply the increasing demand for Asian American restaurant cuisine, leveraging its nationwide network of distribution centers and its strong relations with growers and suppliers of fresh, high-quality specialty restaurant food products and supplies in the US and Asia. Headquartered in Las Vegas, Nevada, HF Foods trades on Nasdaq under the symbol “HFFG”. For more information, please visit www.hffoodsgroup.com.
Forward Looking Statements
All statements in this news release other than statements of historical facts are, or may be deemed to be, “forward-looking statements” within the meaning of the Private Securities Litigation Reform Act of 1995 and contain our current expectations about our future results. We have attempted to identify any forward-looking statements by using words such as “aims,” “continues,” “expects,” “plans,” “will,” and other similar expressions. Although we believe that the expectations reflected in all of our forward-looking statements are reasonable, we can give no assurance that such expectations will prove to be correct. Such statements are not guarantees of future performance or events and are subject to known and unknown risks and uncertainties that could cause the Company’s actual results, events or financial positions to differ materially from those included within or implied by such forward-looking statements. Such factors include, but are not limited to, risks relating to our ability to consummate our operational transformation plan as anticipated, risks relating to the impact of our operational plan on our sales and efficiencies, risks relating to the impact of demographic trends on demand for the products we distribute, statements of assumption underlying any of the foregoing, and other factors including those disclosed under the caption “Risk Factors” in our Annual Report on Form 10-K for the year ended December 31, 2024 and other filings with the SEC. Readers are cautioned not to place undue reliance on these forward-looking statements, which speak only as of the date made. Except as required by law, we undertake no obligation to disclose any revision to these forward-looking statements.
Contact:
ICR
Investors: Anna Kate Heller
Media: Keil Decker
hffoodsgroup@icrinc.com
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