NutriFresh, now rebranded as ColdTrack, is the leading tech-enabled third-party fulfilment platform specialising in both B2C and B2B eCommerce businesses with capabilities that include bespoke pick-and-pack fulfilment, proprietary route optimisation software, and enterprise shipping services across national and regional carriers.
The rebrand underlines the firm’s growth, culture, and commitment to innovation, which earned it a ranking of No. 200 on the 2022 Inc. 5000 list of fastest-growing private companies.
Our transformation from NutriFresh to ColdTrack is a major milestone for our company as it completes our years-long pivot from a traditional co-manufacturer and storage provider to now a market leader in the perishable eCommerce fulfilment space. We created a new identity that reflects our entrepreneurial spirit and a brand that further positions our company as the industry’s premier, technology-enabled logistics platform. ColdTrack is a launching point for us and we’re beyond excited to break barriers, drive the industry forward, and continue growing our national platform for cold and frozen brands of all sizes.
Guy Ironi, CEO of ColdTrack
According to the company statement, the new logo symbolises the business’s three core focuses: “Cold,” a commitment to the unique complexities of packaging and shipping perishable products, “Direction,” the forward momentum and development that keeps the brand growing through technology and innovation, and “Track,” the most efficient path it takes to move a product from Point A to B.“
NutriFresh used the domain name NutriFreshServices.com before the rebrand. Another company with the same name – NutriFresh, owns the domain name NutriFresh.com. Companies often include additional words when a business has to compromise with their domain if the exact brand match is taken. This can cause traffic and email leaks and often results in confusion amongst customers and business partners, as well as ineffective advertising and potential security risks.
With the introduction of the new brand, ColdTrack secured the exact brand match domain name, ColdTrack.com, eliminating similar issues in the future. This change is not only critical for brand protection, but also stands as a cornerstone for increasing the effectiveness of the company’s marketing efforts, ensuring clearer communication and a stronger market presence in the coming years.
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