Fine Choice Foods Rebrands SUMM! to Reflect Growth, Culture, Heritage

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Fine Choice Foods, a Richmond, BC, Canada-based producer of Asian-style foods distributed throughout North America, has rebranded its range of products sold under the SUMM! banner, as well as launched a new customer-focused website. The evolving positioning and new look and feel of the brand mark the company’s continued growth while reflecting its culture and heritage.

Providing quality Asian-inspired appetizers and side dishes since 1986, Fine Choice Foods was founded by the Lui family to provide high quality frozen dim sum to the Vancouver market from a small storefront on Cambie Street. It uses local produce to make spring rolls (which feature a crispier and lighter wrapper than an egg roll), gyoza dumplings, and the original apple pie roll, all under the SUMM! brand. They are generally sold as previously frozen products in refrigerated cabinets or cases at retail stores.

“As we continue to grow, our new positioning in the marketplace combined with the updated look and feel of our brand are significant milestones, and it’s important to communicate our success while ensuring the cultural roots of the company are clearly represented,” said CEO Jason Longden. “SUMM! in Cantonese means ‘heart,’ so the tagline ‘Food with Heart’ deliberately links back to the company’s family-founded heritage while highlighting the care and passion that goes into our day-to-day operations and ongoing focus on growth.”

The new branding was inspired by the art of Chinese paper cutting, dating back to the 6th century, and represents Chinese heritage as it relates to food, love, family, good blessings and fortune. The new website,, features “Where to Buy” functionality, allowing customers to identify brick and mortar locations where they can purchase SUMM! products, as well as where they can “Buy it Now” through stores offering online shopping.

“The vision of Fine Choice Foods is for everyone to love our food as much as we do, and our new brand was created to reflect just that,” said Emily Tang, chief innovation officer of Fine Choice Foods and second generation Lui family member. “Our focus continues to be on providing authentic Asian-inspired cuisine to busy families without having to make it from scratch or ordering out, and we’re excited to be able to share our story and our products with a growing customer base.”