Fresno Fire Department Credit Union of Fresno, Calif., has changed its name to Central Valley Firefighters Credit Union.

The $36 million institution explained that it rebranded to “better reflect its regional membership,” and that over the past several decades its membership has expanded to include firefighters and their families in Fresno, Madera, Merced, Mariposa, Kings and Tulare counties.

Emily Morton,  Central Valley Firefighters  CU
Emily Morton, CEO, Central Valley Firefighters CU

“We believe that our new brand identity will help further define us to those we serve — a six-county region of Central Valley,” President and CEO Emily Morton said in a statement. “The name will provide a sense of unity for all our members and establish an interconnected culture for our credit union.”

The credit union posted net income of about $88,000 in 2017, up from about $5,000 in the prior year.

Morton added: “We couldn’t be prouder to be in Fresno. This is our hometown, and the firefighters here are incredibly supportive of the credit union. Our best days are ahead of us, and this is one more step toward a very bright future for Fresno and the greater Central Valley region.”

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