Julian Hunt IGD this week unveils a new brand image designed to better reflect the work it does across the food chain. And as part of the changes the organisation's old moniker ­ the Institute of Grocery Distribution ­ has been banished to the history books. The organisation will in future be known simply by its initials. Joanne Denney, who is entering her fifth year as IGD chief executive, said: "We did not want to throw out the baby with the bathwater. But we are a modern, professional organisation and the old name suggests something dusty and academic." The logo will be unveiled at this week's global retail conference. Denney said that was appropriate as IGD was increasingly operating in new markets around the globe. "We have been proactive in building our market research networks in Europe, the US and Japan," she explained, "It's important we extend our reach to ensure we are a well respected source of information, research and training in the UK and beyond. This recognises that our core market ­ of manufacturers and retailers ­ either have international aspirations, are international operators or source around the world." IGD's growing international reputation was behind Ahold's recent decision to join as a member, Denney added. As it focuses on the total supply chain, IGD has strengthened its links with the wholesale sector. And a priority for the coming year is to provide a programme for foodservice. "We are networking quite strongly with organisations and companies beyond traditional grocery," said Denney. Membership has grown by 150 companies over the last three or four years and now stands at well over 500. IGD is growing at such a pace that it is leasing an office block near its Lutterworth HQ from the Big Food Group where it will house 90 people from January. Denney said IGD's biggest challenge was to make all its members aware of the services it now offered. "We changed so much but many people see us through the eyes of the past. Perhaps some of our newer members know us better. Core members have grown up with us and they take the bits they are familiar with." But she stressed there were no plans to move away from research and education to become a "hard core lobbyist". {{NEWS }}