Blue Ridge Hospice Announces Unified Brand: Blue Ridge Care

Winchester, VA, May 1, 2025 — Blue Ridge Hospice announces a significant milestone in its evolution: the transition to a unified brand—Blue Ridge Care. This transformation reflects the organization’s growth and its renewed commitment to delivering extraordinary care through an integrated, community-centered approach. Launching in 2025, the Blue Ridge Care brand will bring together all programs, services, and locations under one cohesive identity to better serve individuals and families across the region.

For nearly 45 years, Blue Ridge Hospice has provided compassionate care at life’s end. As community needs have evolved, so has the organization’s scope. Today, Blue Ridge Care delivers a full system of services and programs—including hospice, palliative care, and the Blue Ridge Independence at Home Program of All-Inclusive Care for the Elderly (PACE)—along with grief and bereavement support through its Center for Hope & Healing and retail with purpose and meaningful community engagement through eight regional thrift shops.

This transformation reflects more than a new name—it marks a bold step forward in realizing the organization’s new mission: Blue Ridge Care delivers extraordinary care to improve life’s journey.

Guided by Vision, Built on Strategy
The launch of Blue Ridge Care is a foundational element of the organization’s 2030 Strategic Plan, which aims to build and expand a comprehensive, accessible, and coordinated system of high-quality, compassionate, and personalized care. This system is designed to serve individuals experiencing the effects of aging, chronic and serious illnesses, or navigating end-of-life situations with their loved ones.

The 2030 Strategic Plan focuses on three core areas:

• Community and Culture – To cultivate a resilient, engaged, and mission-drivenorganizational culture that prioritizes team and community wellbeing.
• Quality and Excellence – To deliver innovative care that exceeds organizationalstandards and family expectations.
• Access and Growth – To expand the system of care to meet growing demand, guidedby accessibility, sustainability, and partnerships.

These strategies will come to life every day through the Blue Ridge Care health system. Whether someone connects with us through care in their home, at one of our community thrift shops, through our Center for Hope & Healing, or in collaboration with our trusted facility partners—such as hospitals, skilled nursing facilities, and other organizations, they will experience the same compassionate, personalized, and extraordinary care.

A Unified Brand for a Future of Possibilities
With a vision for the future, Blue Ridge Care envisions a world where aging and serious illness are met with an integrated system of extraordinary care for all. This unified brand reflects the organization’s continued transformation into a forward-thinking, person-centered healthcare system.

“Blue Ridge Hospice has always been committed to providing exceptional care, and now our name, vision, and services reflect that continued evolution,” said Jason Parsons, President and CEO of Blue Ridge Care. “Our new brand enhances our ability to deliver consistent, seamless, medical and holistic care—whether that’s hospice, palliative support, or PACE. We’re especially proud to offer free community grief support through the Center for Hope & Healing, which is an integral part of our promise to be there through every step of life’s journey.”

Rooted in Our Values
The transition to Blue Ridge Care is deeply aligned with the organization’s expanded core values: compassion, excellence, integrity, inclusion, collaboration, inclusion, ingenuity, and teaching, which guide every action and decision.

These values underpin every service and reflect humanity, professionalism, and innovation at the heart of Blue Ridge Care. Whether someone connects through home-based care, community thrift shops, or educational outreach, they can expect the same extraordinary level of care and connection.

“We are proud of how far we’ve come, and even more excited about where we’re headed,” said Lynne Sayles, Chair of the Board, Blue Ridge Care. “This next chapter not only honors our past—it builds a future of even greater impact, grounded in shared values and guided by strategic vision. Blue Ridge Care is here to lift lives and reimagine what aging and serious illness care can be.”

A Brand That Reflects Our Values
The transition to Blue Ridge Care is not just about a new name and logo. It reflects the organization’s core values and its continued commitment to providing the highest-quality care while building meaningful connections with patients, families, and the community. Blue Ridge

Care is dedicated to delivering consistent, positive experiences across all points of care, ensuring that no matter where someone interacts with us—whether it is in their home, through one of our thrift shops, or in the office—they will receive the same compassionate, personalized care.

About Blue Ridge Care
Blue Ridge Care is an integrated, not-for-profit healthcare system that delivers compassionate, high-quality care across a healthcare system of non-acute services, including hospice, serious illness care, home-based care through its Program of All-Inclusive Care for the Elderly (PACE) at Blue Ridge Independence at Home, grief and bereavement support, and community thrift shops. As a teaching organization, Blue Ridge Care is dedicated to advancing the education and training of healthcare professionals and caregivers, while reimagining care to address the medical and holistic needs of aging individuals and those with chronic, serious, and terminal illnesses.

For more information, visit BlueRidgeCare.org or call 540-313-9200.