We began 2021 with a commitment to refresh our brand. It all started with a simple truth that became a powerful idea: We do what we do ‘for the love of salt™’. This idea is behind every relationship we have and drives our desire to exceed expectations in every transaction. We believe in engaging our employees, delighting our customers and creating meaningful experiences for all of our stakeholders. Last spring we formally reintroduced our brand, revealing a new visual identity and tagline that expresses our commitment to the industry.
We’re United Salt Corporation. It starts at the source.™
But the work didn’t end there. In finding new expression as United Salt Corporation, we knew we needed to update our portfolio of sub-brands. These are the brands that you, as customers, know and recognize like Flavor House, Melt Away®, Ranch House®, Sea & Land®, Tru-Flo®, and Tru-Soft®.
The task was clear. Take these well-known brands and build their equity with dynamic new packaging that tells our unique story and reflects our love of salt. Over the course of 2021, we worked diligently to meet and exceed our objective. We wanted bold packaging that would delight our employees, our vendors and especially, our customers. We pushed for brilliance, and we believe we have succeeded.
Introducing the new United Salt Corporation family of brands…
We’ve increased design consistency across the brand portfolio with careful placement of the USC master brand logo in the upper right hand corner of every product package. We’ve intentionally chosen to feature consumers of the individual products, from people to livestock, to reflect our customer-centric brand focus.
The new Melt Away® package is already in production for this winter’s deicing salt from Carlsbad. Tru-Soft® is also entering production, ready to package water softening salt from Baytown and Carlsbad. The remaining brand packaging is due to be completed throughout the first quarter.
Please join me in celebrating this next step on our continued journey of brand transformation — making sure everyone knows: we do what we do ‘for the love of salt™.
President and CEO