LIVE from Fruit Logistica: TOMRA Food announces new brand strategy

TOMRA Food unveiled its new brand strategy that spotlights the value it creates for customers and food production, distinguishes the ambition it shares with customers, and creates unity with past acquisitions and business mergers.

These changes were announced by Tove Andersen, President and Chief Executive Officer of TOMRA, and Michel Picandet, Executive Vice President and Head of TOMRA Food, at Fruit Logistica 2022.

Aiming to work even closer with growers, packers and food processors, TOMRA Food accomplishes its brand name with a tagline: 'Every Resource Counts'.

In order to align TOMRA Food's operations, which have grown with acquisitions and mergers in the last years, Compac and BBC Technologies, two businesses acquired by TOMRA in 2018, now adopt the TOMRA Food brand name. Therefore, a new business area, TOMRA Fresh Food, is formed, while TOMRA Food's other operations become part of the TOMRA Processed Food business area.    

At the presentation, Mrs. Andersen commented that telling the brand story isn't only about showing TOMRA Food's current position and further ambitions. It is also part of their bigger strategy to make a positive impact on the world we live in. The revised branding is also part of a strategy to attract new talent and enlarge their workforce by 2026.

Mr. Picandet stated that their new brand represents how their lines of business and their customers are stronger together. Being united, they have the expertise to transform the food industry, continue the resource revolution and contribute to the sustainability agenda. 

The new strategy is based on 3 key points: on growth, to grow the business faster and better; on excellence, to be the best in everything they do; and on talent, to take care of people and help them develop. Attracting new talent to TOMRA is very important, according to Mr. Picandet, because everything they achieve for their business and customers is driven by people. “Our people are our resource revolutionaries.", he stated. 

Every Resource Counts

“An innovative provider of the best post-harvest solutions, intelligence, and long-term partnerships for sustainable and high-quality food production” - this is TOMRA Food's current brand position, which is proven by not only creating effective sorting and grading machines, but also by transforming advanced technology and complex data into valuable intelligence. 

Today, these capabilities are as important as ever because the planet's increasing population has a rising need for safe, quality, and sustainable food. Sharing collective roots of knowledge in the food industry with growers and entrepreneurs, the company realizes the role of every resource. And by building on its heritage with growers and years of entrepreneurship throughout the industry, and by collaborating with farmers, packers and food processors - TOMRA has the power to optimize food production, co-creating sustainable value today and for descendants. 

Mr. Picandet stated that by focusing on customer needs and utilizing advanced technology, they can greatly minimize food loss. 

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