Prosper De Mulder (PDM Group), the UK's leading provider of recycling and process services to the food industry, is rebranding effective March 1.
The plans will see PDM Group change its name to Saria, taking on the name of its majority shareholder, while its petfood brands of PDM, Chettles and Granox and category 3 rendering brands will now operate as Sarval. Category 1 rendering businesses, which include Granox Ltd, J L Thomas, Clutton and Frome Vale, will operate under the SecAnim name.
Meanwhile, PDM's food waste recycling and anaerobic digestion sites in Doncaster, Widnes and Dagenham will continue to operate under the ReFood UK brand.
Philip Simpson, commercial director at PDM Group said: "The move marks a real milestone for the business. We are investing over GBP90 million (US$150 million) in all of our UK operations to modernize our sites and ensure that we deliver the highest standards across the board. Our aim is to set the benchmark for quality and high standards across the industry."
The decision to rebrand is an essential part of the company's growth strategy and will take the company from being a leader in the UK to being a leader in Europe.
"While our identity will change, we are still very proud of our history," adds Simpson. "PDM has a long standing heritage and a very well established reputation for quality, reliability and performance in our sector. As we move forward, we will retain the essence of what our reputation has been built upon and work hard to maintain and further develop the very strong customer and partner relationships that we have established in the UK.
"2014 will be a landmark year, with our ReFood Widnes site due to start operations and construction on our new state-of-the-art facility in Dagenham set to start in the spring. The GBP20 million (US$33.3 million) refurbishment of our key category 3 recycling facility at Hartshill is also due to complete later in the spring and upgrades to our other sites have also enhanced our facilities and capabilities across the board and giving us a strong foundation on which to build."