The Specialty Food Association is launching a new brand to highlight the passion, creativity and quality that fuels the specialty food industry, Specialty Food: Craft. Care. Joy. The launch includes the not-for-profit trade association’s first-ever advertising campaign. The branding effort started earlier this year with a name change for the Association, formerly the National Association for the Specialty Food Trade, Inc. (NASFT). It comes amid record sales for the $86-billion industry and the expansion of Association programs for specialty food artisans, importers and entrepreneurs. The ad campaign, launching this month in leading industry trade publications and e-newsletters, features Association members who have become successful small business owners. “The people behind the products in our industry have wonderful stories about the craft, care and joy they bring to their work,” says Specialty Food Association President Ann Daw. “Our campaign seeks to provide inspiration to others and drive growth in our industry.” See more at specialtyfood.com/craftcarejoy.