Fine Choice Foods is rebranding SUMM! to reflect growth, culture and heritage | national company

RICHMOND, British Columbia–(BUSINESS WIRE)–April 20, 2022–

Fine Choice Foods, one of North America’s leading producers of Asian-inspired foods, today announced the rebranding of its SUMM! product line as well as the launch of a new customer-focused website. The evolution of the positioning and the new look of the brand illustrate the continued growth of the company while reflecting the quality, culture and heritage of the brand.

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Providing quality Asian-inspired foods for the North American market since 1986, Fine Choice Foods was founded by the Lui family with a focus on authentic, delicious, and easy-to-prepare foods. Fine Choice Foods specializes in using fresh, local produce for its spring rolls (which feature a crispier, lighter wrap than an egg roll), gyoza balls and the original apple pie roll, all under the SUMM! brand.

“As we continue to grow, our new market positioning combined with the updated look and feel of our brand are important milestones, and it is important to communicate our success while ensuring that cultural roots of the company are clearly represented,” said Jason Longden. , CEO of Fine Choice Foods. “SUMM! in Cantonese means ‘heart’, so the slogan ‘Food with Heart’ deliberately references the company’s family heritage while emphasizing the care and passion that goes into our daily operations and our continued focus on the growth. “

The new SUMM! The brand is inspired by the Chinese art of paper-cutting, dating back to the 6th century, and represents Chinese heritage with regards to food, love, family, good blessings and fortune. The new website – – features “Or buy” feature, allowing customers to identify brick-and-mortar locations where they can purchase SUMM! products, as well as the place where they can “Buy It Now” through stores offering online shopping.

“Fine Choice Foods’ vision is ‘That everyone loves our food as much as we do’ and our new brand was created to reflect that,” said Emily Tang, Chief Innovation Officer of Fine Choice Foods and member of the second-generation Lui family. . Our goal continues to be to provide authentic Asian-inspired cuisine to busy families without the hassle of cooking or ordering everything, and we are thrilled to be able to share our story and our products with a growing clientele.

About Fine Choice Foods

Based in Richmond, BC, Fine Choice Foods is a leader in producing quality Asian-inspired foods for the North American market. Founded by the Lui family in 1986, Fine Choice Foods specializes in spring rolls, gyoza dumplings and the original apple pie roll under the SUMM! brand. Beginning as a small store on Cambie Street in Vancouver employing three people, the company has over 300 employees, serving consumers across Canada and parts of the United States from its state-of-the-art 50,000 square foot facility. For more information, please visit

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SOURCE: Swander Pace Capital

Copyright BusinessWire 2022.

PUBLISHED: 04/20/2022 06:30 AM/DISC: 04/20/2022 06:32 AM

Copyright BusinessWire 2022.

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