New Look and Website Launched


In honor of our 75th anniversary, we took the opportunity to update our brand, overall corporate image and our website to communicate our company’s capabilities, history, mission, and values.

The Look:

The original Lentz logo developed in the 1980s incorporated L’s and M’s to create the signature Lentz “star.” With our 2017 evolution, we pay tribute to the original icon and the star treatment that has become a recognized symbol in our industry for exceptional customer service.

In addition to updating our logo, we have also updated our tagline that accompanies our logo. For decades, we have promoted ourselves as “The Baker’s Main Ingredient.” While the baking industry remains an important market for our company, we have broadened our customer base to include many different kinds of food manufacturing and food distribution businesses. Our new tagline “Quality. Commitment. Delivered” more accurately communicates our value proposition, our mission and values, and our role as a trusted supply chain partner to our customers and suppliers.

The full transition to our new branding is occurring in stages, starting with our new website, business cards, and company documents. We will apply the new decal package to our delivery fleet as we acquire new tractors and trailers.

The Website:

Our new website reflects the updated corporate identity and a new navigation scheme that makes it easier to browse and search for information and keep abreast of company news. We have included online forms throughout the site to help you quickly get in touch with Lentz to ask a question or request additional information about the products we sell.

We encourage you to check back regularly as we continue to add new sections, content and features to our website and work towards our goal of upgrading the website to include full eCommerce capabilities by the end of 2019.

Thanks for visiting and be assured that we will continue to provide the same high quality products and committed customer service that you have come to expect from Lentz under our new identity.


Quality. Commitment. Delivered.