The Assisted Living Federation of America is now Argentum, a Latin word for silver. The Alexandria-based association, which advocates for senior living, says the new name and logo better reflect the organization’s expanded priorities. CEO James Balda (above) says the senior living industry has undergone many changes and it’s only primed for more as Baby Boomers begin to use senior living services. The association will unveil its new name in December at its Executive Summit in Scottsdale, AZ.
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