Chilled foods producer Pork Farms Group has rebranded as Addo Food Group following its recent acquisition of Kerry Foods’ chilled savoury pastry business.
Chris Peters, group MD of Addo Food Group, said the new name would help show the company as a new entity after the Kerry purchase, and follows a typical strategy for many parent companies after a major merger and acquisition deal.
“Addo is the new name for the former Pork Farms Group and means ‘to inspire’, representing how we think and the relationship we have with our people and our customers,” he said.
The new identity is being launched through new signage across the group’s estate. Its Queens Drive business unit (home of Pork Farms Pies) in Nottingham is being renamed Tottle Bakery and its Shaftesbury site will be rebranded Dorset Foods.
A spokesman told The Grocer the Pork Farms name would remain on its products, as the name change was intended primarily to be a corporate umbrella term. The company has also today launched new website addofoodgroup.com.
The Nottingham-based company has sales of £270m and a market share of 34% [Kantar Worldpanel 52 w/e 21 June 2015] and sells 256 million products every year under both its own brands and the brands of its retail partners.
Pork Farms was bought by Vision Capital in 2007 from Northern Foods, and since then has spent more than £30m upgrading its facilities, consolidating and restructuring sites.
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