What’s in a name? According to Frontier Co-op, nearly 40 years of history and values. The leader in natural and organic herbs, spices and aromatherapy products has changed its name to Frontier Co-op to better reflect its mission and heritage of member ownership.

“We’re proud of our co-op history and wanted our logo to show it,” said Frontier Co-op Chief Executive Officer Tony Bedard. “Our mission of nourishing people and planet. Always be fair. Reflects our values which are consistent with a co-op structure.”

Frontier Co-op is owned by its more than 30,000 wholesale customers called “member-owners.” Like cooperatives of all sizes, Frontier Co-op focuses on member needs and works for the sustainable development of its community through policies accepted by members.

“We’ve seen a lot of change since our humble beginnings, but we have held true to our founding co-op principles,” said Bedard. “We want our logo to express the pride we have in being a co-op and pay tribute to our heritage.”

Co-ops around the world are bound by a set of seven principles. Originally developed in the 19th century, these co-op principles have changed little since and remain the core values of co-ops everywhere:

“We have always thought of the way we do business—advocating environmental sustainability and ethical business practices—as an essential part of our success,” added Bedard. “We consider it a requirement of our future success that we grow and prosper by contributing to the world rather than exploiting it.”

Along with introducing a new name, Frontier Co-op also refreshed its logo to help communicate its co-op values. The logo elevates the word co-op and highlights member-ownership. Though the logo features a modern typeface, the botanicals remain as a reminder of the co-op’s heritage and commitment to botanically based products. The new logo will be phased in over time and hit store shelves in the next year.