Alloya name of new corporate.
Fiore indicated the name has received "trademark clearance."
Why Alloya? Fiore elaborated on the choice: "Our criteria required that the name be distinctive, memorable, and timeless. We sought to project the values of an entity that is within the system, is member-owned, is central to the members' business, and is where service to members is paramount. We wanted the name to have energy, sound and look good, and stimulate discussion. Finally, we wanted a nontraditional name to reflect the difference in our business model. I believe we have succeeded in fulfilling these criteria."