KeHE Distributors has shed the Tree of Life distribution brand, unveiling a new logo as part of the rebranding this morning at its annual Holiday Show in Chicago.

The Romeoville, Ill.-based company had kept the Tree of Life name for its natural supply services since purchasing the company three years ago. Today’s announcement clarifies and cements the company’s direction, an important piece of a strategic plan the company embarked on recently, President and CEO Brandon Barnholt said, and minimizes any confusion for retailers and suppliers.

“There’s one KeHE,” Barnholt said. “By being one company, by having one brand, by not trying to delineate by channel, it really forces us to understand the nuance of the channel; we have to understand the retailer. And our job is to do that every day.”

Committing to and understanding natural, which comprises 60 percent of KeHE’s business, is key.

“We get it and we understand their passion for their stores, the quality and type of food, and we’re as committed as we’ve ever been to that channel.”

KeHE’s new globe-style logo has three sections to represent the distributor’s three product areas—natural and organic, specialty and fresh. The company name retains the deep blue color it has used.

The Tree of Life brand will continue to be used in Canada and on the company’s consumer products line, which KeHE plans to refresh in look and with innovative products.

The company’s focus on being relevant, on-trend and easy emerged from the strategic planning process to permeate its culture and messaging, and also drove the company’s announcement earlier this year that it would establish a natural “headquarters” office in Boulder, Colo. Some staff have settled in the city, and KeHE has signed a lease for offices with hopes of being fully operational this autumn.