Sun Valley rebrands

Poultry supplier Sun Valley Europe has announced it is changing its name to Cargill Meats Europe.

Poultry supplier Sun Valley Europe has announced it is changing its name to Cargill Meats Europe, adopting the globally established name of its parent company, Cargill Inc.

Richard Maxfield, managing director of Cargill Meats Europe said: "Sun Valley has been part of the Cargill family of international companies since 1980 and during this time, we have grown significantly and prospered into one of the UK's leading poultry businesses.

"We now operate internationally, as well as within the UK for major retailers and restaurant chains. It is this international focus that has been one of the driving forces behind the re-branding strategy, bringing together all our European partners into one cohesive business group and reflecting today's truly international operation."

The re-branding has started and will roll out across all areas of the business over the next two years. Although the company will now be known as Cargill Meats Europe, it said it will take some time to completely renew all aspects of the business. As such, the company will be working with its farms, factories and partners to develop the new look over the coming months.

Maxfield added: "The re-branding project is justification of our progressive, forward-thinking ethos at Cargill Meats Europe. We apply innovation and creativity to all aspects of our business from identifying new channels for our products and developing new customer relationships to expanding through both organic growth and acquisitions."

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