Unknown to most of the public, Omaha's food bank actually serves most of western Iowa. In an attempt to educate the public on where the food bank operates, the name was changed from Omaha Food Bank to Food Bank for the Heartland. The food bank also runs several specialized programs to assist the community even further. Those programs were given their own treatment in order to maintain consistency with the new brand. A 30th anniversary logo was also developed and used on promotional materials throughout the year of the launch.