DEPTFORD, N.J.–South Jersey Federal Credit Union has a new name. The $480-million credit union is now First Harvest FCU.
In a video on the credit union’s website, the credit union, chartered in 1940 as Industrial Union of Marine and Shipbuilding Workers of America FCU, said a “growing membership and expanding service area mean it’s time for our credit union to change its name once again” and to “adopt a new brand that accurately reflects our mission, our membership, our services and our unique strengths.”
“The first harvest represents the reward of a farmer’s many labors,” the video states. “Our new brand highlights our commitment to helping members as they tend to their finances.”
First Harvest said the new brand also pays homage to its Southern New Jersey roots and gives it flexibility to grow throughout the region.
With the new brand has also come a new tagline, “A Better Place to Grow.”
First Harvest said it serves more than 700 SEGs, has nine branches and more than 52,000 members.