Flashfood taps Nicholas Bertram as CEO, unveils new visual identity

Josh Domingues transition to the role of executive chairman
Jillian Morgan
Digital Editor
Jillian Morgan, female, digital editor for Canadian Grocer
Josh Domingues (left) and Nicholas Bertram (right)
Josh Domingues (left) and Nicholas Bertram (right). Photography courtesy Flashfood

Flashfood president and chief operating officer Nicholas Bertram is set to helm the Toronto-headquartered company as CEO.

The move sees founder Josh Domingues transition to the role of executive chairman.

Domingues will lead Flashfood’s strategic expansion initiatives and corporate development, continuing to serve as an active voice for the company.

Chief brand officer Jordan Schenck will take up the newly created role of chief customer officer.

READ: Loblaw, Flashfood mark milestone in partnership to reduce food waste

The company, which partners with retailers to notify consumers about discounted foods nearing expiry via an app, also revealed a new visual identity Wednesday (Jan. 17).

flashfood 2024 logo
The new icon features a twist on the universally recognizable grocery bag. Photography courtesy Flashfood

Flashfood unveiled a new icon, logo, type and colour, “Blueberry.”

Bertram, who joined Flashfood last year, posted a letter to the company’s website about its new era. 

“This past year has been about readiness: developing our architecture so it can support the adoption of generative AI and machine learning, which is essential to deliver maximum value for our shoppers and retail partners and ultimately achieve the global scale our critical mission demands of us,” Bertram said in a press release. “This new visual identity for Flashfood represents the external layer of so much work underneath the surface by hard working team members across the company, and it’s such a pure, joyful expression of our optimism for the future of Flashfood.”

Schenck led development of the new brand in partnership with New York-based design and branding agency Porta Rocha.

“I founded Flashfood eight years ago to address an ambitious, urgent problem in our food system. Then and today, I believe this problem is solvable and I am immensely optimistic about the future,” Domingues said. “I could not be more excited to hand the reins over to someone I have full confidence in – someone who I have worked alongside for almost a year and who has earned my trust.”

Adding new members to your team? Getting a promotion? Starting a new job? Let us know. Send your submissions to digital editor Jillian Morgan. Please include a headshot when possible.

X
This ad will auto-close in 10 seconds