Today the expectations towards businesses are evolving and increasing. It is not enough just to deliver good products, with a good quality, a good price and a good availability, it should be done in a way that does not harm people or the environment.
Building on our 40 years of experience, and taking into account the current and future challenges for businesses, we have evolved to better support our members. Our new bold strategy, Vision 2030, and name will ensure we can enable organisations to enhance human prosperity, use natural resources responsibly, drive open trade globally and ultimate contribute to the fulfilment of the UN Sustainable Development Goals (SDGs).
Alongside this strategy, we developed a new identity to better communicate who we are and what we stand for; to reinforce what we have built and reenergise us as we move forward. On January 2018 the Foreign Trade Association became amfori, a brand that symbolises trade as a timeless instrument for human progress.
Amphorae were containers used to ship staples around the ancient world when the principles of successful trade were established. They symbolise the pioneering spirit of the early global traders and that trade is timeless, essential to our past and to our future.
Our new name is directly inspired by them.