US FOODS® BRAND GUIDELINES BRAND OVERVIEW US FOODS® BRAND GUIDELINES BRAND OVERVIEW 1.3 ® The US Foods Brand Persona At our core, what we share with our employees Our brand persona can be summed up and our customers is passion. We aspire to elevate in a few words… the dining experience through innovative and fresh • bold ideas, and we are driven to take the lead for our • confident customers as they strive to make their culinary mark. • passionate The fact that the work is never done is what we love • driven about it the most. • professional • fresh • innovative • leading • aspirational • caring