TOMRA maintains one brand identity

TOMRA SORTING FOOD has announced its decision to maintain one brand name for all its sorting, peeling and processing systems. The company will now use TOMRA across its products and rebrand those that carry ODENBERG and BEST.

TOMRA acquired Ireland-based ODENBERG in 2011, which owns unique patented technology, and then a year later invested in BEST Sorting in Belgium.  These strategic moves have propelled TOMRA in several food sorting and processing industry segments and gained for it an expanded technology portfolio.

The TOMRA Blizzard for sorting quick frozen (IQF) products 

As Ashley Hunter, senior vice president and head of TOMRA Sorting Food, puts it, “Nobody is suggesting that the success stories ODENBERG and BEST should be forgotten – we recognise and appreciate that there would be no TOMRA Sorting Food without these outstanding companies – but we’ve now reached the point where the external presentation must reflect the internal reality that we have united into one very strong organisation.  

“Two years ago, we had employees with ODENBERG and BEST blood in their veins but now everyone thinks and acts as TOMRA people. This alignment was very important and took time, but there’s no doubt we’ve made outstanding progress and I have to pay tribute to my colleagues who’ve managed the whole integration process impressively.”

The Genius optical machine, Field Potato Sorter (FPS) and Nimbus free-fall solution will retain their names. But other products such as the ODENBERG Halo will be renamed to Halo from TOMRA Sorting, for example.