The CEO of the New Bedford Area Chamber of Commerce is commenting on the organization's potential rebranding.

Rick Kidder says the idea of rebranding, which includes a name change to the Southcoast Chamber of Commerce, came up during a recent retreat. Kidder says the rebranding effort would work to reflect the membership it holds across the region, not just New Bedford. "There was an assumption that we're attempting to expand our footprint, and we're not. We serve businesses from Westport to Wareham. That's what we're looking to do," said Kidder. "There is no sinister understory attached to this. This is simply about representing the footprint we currently represent."

Kidder also dismissed rumors that the Chamber of Commerce is in financial straits. He also says the Chamber remains strongly committed to the City of New Bedford.

The organization has assembled a rebranding committee, with First Citizens Federal Credit Union President and CEO Peter Muise serving as the chair of that committee.

Mayor Jon Mitchell has expressed displeasure with the notion, saying the rebranding loses focus of New Bedford as the epicenter of area business.

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