TOMRA rebrands sorting, peeling and processing machines

To ensure unified branding of all its machines, TOMRA Sorting Foods is rebranding all of its sorting, peeling and processing systems. Products sold by the company that were previously named ODENBERG and BEST will now be sold under the TOMRA brand.

The ODENBERG Halo, for example, will now be known as the Halo from TOMRA Sorting.

The company acquired ODENBERG in 2011 and BEST Sorting in 2012.

“This is a real milestone, in terms of integrating three identities into one and promoting the umbrella TOMRA brand. We formerly had two prominent and respected names in ODENBERG and BEST, and now we have one strong identity in TOMRA,” said Björn Weyts, marketing manager, TOMRA Sorting Food.

“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,” said Ashley Hunter, senior vice president and head of TOMRA Sorting Food.

“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.”